I’ve heard that Audience IQ is an Experian Marketing Services product.
I also know that Experian Marketing Services is a “data” company. What
kind of data is maintained? Experian Marketing Services maintains marketing
data that includes demographic information such as age, gender and income bracket
as well as inferred market segments that indicate lifestyle interests. No individualized
data from Experian’s regulated credit reporting database is ever used in any
Audience IQ marketing activities.
Where does Experian Marketing Services’ consumer marketing data
come from? Consumer data is collected from a variety of public record
sources, self-reported information, information from the United States Census, the
phone book and from commercial entities that provide consumers the right to opt-out
before sharing information with Experian Marketing Services and other third parties.
What policies does Experian Marketing Services follow to ensure the integrity
and safety of consumer data? For decades, Experian Marketing Services
has considered itself a steward of the information it collects, maintains and utilizes.
We make every effort to ensure that consumer information is secure, and the privacy
of individual consumers is maintained through responsible use. We comply with all
applicable laws and use a variety of processes and procedures to safeguard data. Experian
Marketing Services’ use of information is also guided by the company’s
Our Global Information Values of balance, accuracy,
security, integrity, and communication meet diverse cultural expectations and legal
requirements. It strives to balance the consumers’ interest with clients’
business needs to ensure that both benefit from information use. Experian Marketing
Services also uses reasonable administrative, technical and physical measures to protect
the information it maintains from unauthorized access or alteration.
Does Audience IQ follow me from website to website online? No. Audience IQ does not track website browsing history across unaffiliated third-party
websites to deliver targeted advertisements. Instead, Audience IQ uses traditionally
acceptable demographic or lifestyle segments about groups of consumers to help advertisers
deliver targeted advertisements that are relevant to individuals.
pixel tags) for advertising purposes. In our case, the cookies and web beacons are
used to link online consumer interest categories, or segments traditionally used for
offline direct marketing. In doing so, we also offer users the ability to opt-out
efforts such as the Digital Advertising Alliance (DAA)
provide consumers with education and centralized opt-out mechanisms to make a consumer’s
website experience more meaningful. This is because the content and ads can be tailored
to the consumer’s segment while still giving the consumer adequate choices to
opt-out of numerous types of cookie uses. While Audience IQ cookies are not used to
track your online behavioral activities across unaffiliated third-party websites for
advertising purposes, we are active supporters of the industry’s online behavioral
advertising guidelines and self-regulatory efforts.
What’s the value of Experian Marketing Services data to businesses
and consumers? Just like with television, radio, newspapers and magazines,
the revenue that Website publishers receive from advertisers subsidizes the costs
of delivering quality content to consumers. Marketing data plays a role in this by
helping advertisers reach the right group of consumers with offers for the products
and services that are highly relevant to them. Consumers more readily respond to advertisements
that feature competitive and relevant offers. Consumers also benefit from receiving
free Internet content (like email, weather reports, search engines, stock quotes and
news). Website publishers can re-invest revenue they earn from selling advertising
space into improving content because advertisers obtain a greater return on their
advertising investment by delivering relevant advertisements using marketing data.
How does Experian Marketing Services ensure the anonymity of the data
it uses for online advertising? Experian Marketing Services uses a
variety of security and technology-based techniques to de-identify and aggregate data
to help ensure anonymity. For example, we do not store any personal information on
a cookie or associate any personal information with the cookie on our web servers.
All of our de-personalization efforts include an aggregation step prior to our data
being used so that ads cannot be associated with a unique individual. We also provide
an industry-standard secure means of storage and transport of data, even with non-personal
How do I opt-out of Audience IQ? Consumers can opt out of
Audience IQ by visiting our website and clicking the
‘opt-out’ link. If you choose to opt out of Audience
IQ services, Audience IQ will set an opt-out flag based on your profile, which is
designed to prevent Audience IQ from collecting data or using data for online display
advertising. Audience IQ’s opt-out flag is effective for the specific browser
associated with the computer requesting the opt out reference. Please note, however,
that if you or another user deletes the Audience IQ cookie, you will have to reset
your opt out flag again. If you do not, we will not know that you have opted out,
and we will set a new Audience IQ cookie which will be matched with non-personal information
we have previously collected about you.
If I opt-out of Audience IQ, will I still see online display ads? Yes,
you will continue to see display ads, but they will no longer be served using Audience
IQ attributes relating to your consumer segment. The benefits of receiving a display
ad using Audience IQ attributes are increased relevance. This means that instead of
seeing an ad that you may not be interested in, you are more likely to see ads that
offer a product that is of interest to you. Once you opt out of Audience IQ, the ads
you see may be less relevant to your consumer segment.
How does Audience IQ work with other companies within the Experian family
of companies? The Experian family of companies maintains numerous consumer
and business-facing websites, each of which tracks visitors within, and sometimes
across, our network of affiliated sites. These activities are performed within industry
guidelines and regulatory standards. Audience IQ works with many of these websites
to enhance the relevancy of their website content or with third party online advertising
efforts, and any use of their data by Audience IQ is referenced in each of these website
privacy policies or ad targeting policies as applicable.