Glossary of Terms

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To aid your understanding of our Privacy Policy, please refer to the following definitions:


A cookie is a small text file that is downloaded onto a computer or smartphone when a user accesses a website. It allows the website to recognize that user's device and store some information about the user's preferences or past actions. The use of cookies is an industry standard on most websites, with most browsers being set up to accept them by default. The default browser setting may be changed to increase notification (a web user can receive alerts when a cookie is sent) or to prevent cookies from being placed on the user's hard drive (cookie blocking).

When you visit a website, a cookie is downloaded onto your device, the next time you visit the website, your device will check to see if you have received a cookie already and if so send that information back to the website. Most websites use cookies to allow visitors to navigate more easily; or tailor content based on past content you engaged with; or remember login information or specific preferences from your last visit. If the cookies are blocked or rejected, it is more difficult for the website to provide this capability. Since cookies are unique to each browser on the user's device, different devices or multiple computers or browsers will each have their own cookie settings and changing these will require changes to each computer and each browser setting.

The mechanism to control browser settings for managing cookies varies by browser. For information on managing cookies, check your browser's help file.

Eyeota cookies are stored for 1 year from the time our systems last see your browser on your device and then deleted automatically.

Interest-Based Advertising

The ability for advertisers to target end users based on their preferences or interests.

Market Research Companies

Companies that gather and analyze opinions and attitudes towards goods or services through direct consumer research. The companies determine the relevance of a product or service among its target consumers and other groups.

Offline Data

Data that is gathered from offline data sources including CRM platforms, loyalty cards, survey responses and that is used for marketing. Offline data is generally provided to Eyeota in non personally identifiable form. (e.g., aggregated by postal code).

Personal Data

Any information relating to an identified or identifiable natural person; an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person. In some places such as the European Union, certain pseudonymous identifiers such as IP address, cookie ID and mobile advertising ID are considered Personal Data. In this privacy policy, we'll try to distinguish between Personal Data (e.g., email address, telephone number) and pseudonymous Personal Data (e.g., IP address, cookie ID).

Pixel Tags

Pixel tags or "pixels" are terms that are used to describe a common technique which allows for a web page to call a server when it loads. The technique leverages the mechanism by which web browsers typically would download images from a server, namely through the use of an HTML <img> tag. Typically, the image tag would contain the address of the image on the server to be downloaded. In this case, however, instead of sending the image address, the browser sends a structured request to the server which can contain any data that is available to the browser at that point. Examples of this include, but are not limited to: the browser type, operating system, date and time information and other technical information about the user's computer, data collected from the user by the website, as well as certain information about the identity of the website visited immediately before coming to a website. When the server replies to the browser, it sends back a tiny, transparent image (the actual "pixel") which is rendered by the browser on the page. In this way, from the browser's point of view, it has requested and been delivered an image.

As with any HTTP call to a server, the browser will transmit any http cookie files alongside the image call. These cookies are created and stored in the browser by the server, and can be used to store any arbitrary information. Typically they are used to identify the browser (and by extension, the user) to the server over successive calls over time. As per the HTTP standard, only cookies associated with the server's domain can be viewed, set, deleted, or modified by the server. There is no way for the server to access or modify cookies set by other domains.

Eyeota collects Platform Data over time from cookies associated with pixel tags that have been placed on partner websites.


Eyeota's proprietary technology platform which collects, organizes, creates, maintains, and distributes pseudonymized profile information.

Platform Data

The data which is processed on the Platform.

Pseudonymized Data

Data which has been processed in such a manner that it can no longer be attributed to a specific identifiable natural person without the use of additional information.

Demographic Data

Statistically gathered data that comprises age, gender and income of a population.

Purchase Intent Data

Data that explicitly or implicitly implies a subject's intent to purchase a particular good or service. Purchase intent data is gathered from e-retailer websites, classified and auction sites, and price comparison websites.

Explicit purchase intent data is generated when the subject expresses specific details unique to their requirements during the path to purchase. Examples of explicit purchase intent data include: filling a shopping basket with product, completing a booking form, inputting specific parameters when searching eg flight search by date, and using product or service configuration platforms.

Implicit purchase intent data is generated when the subject expresses interest in a product or service by searching for products or services within e-retailer websites, classified and auction sites, and price comparison websites.

Interest Data

Data generated based on a subject's behavior when they search and browse websites and search engines. Interest data is qualified on the frequency by which a subject searches specific interest topics, products or services.

Server-to-Server Connections

Direct technical connections and integrations with Eyeota and a technology partner whereby Eyeota may obtain data from other online and offline third-party sources through various secure information transfer methods. Only Pseudonymized Data is transferred to Eyeota through these server-to-server connections.

Secure Data Transfers

Encrypted methods of transferring data containing Platform Data (including Platform Data coming from offline data sources) from third parties to Eyeota. No Personal Data is transferred to Eyeota through these secure data transfers.

Special Category Personal Data

Personal data that needs more protection because it is sensitive.