State Filters for Sensitive Data Attributes in Ignite Activation – October 15, 2024

As a part of our continuous efforts to maintain industry standards, we have updated our activation processes related to Sensitive Data Attributes in the Resonate Ignite platform. 

On October 15, 2024, Resonate released a new feature that automatically excludes identities from current restricted states, Oregon, Colorado, Connecticut, Virginia, Nevada, Texas, Montana and Washington State, from any audience delivery that contains a Sensitive Data Attribute.  The audience will still deliver to your activation destination for campaign targeting, but any IDs in the audience that are in the states listed above will be removed from the delivery.

Resonate identifies the attributes below as sensitive data: 

• Racial or ethnic origin 
• Religious or philosophical beliefs 
• Trade union membership 
• Genetic data 
• Sexual orientation 

As part of this release, you will see a new “S” symbol at the time of audience creation to indicate that your audience contains a sensitive attribute. See image below.

Upon activating an audience that includes sensitive attributes in the Engagement Center, you will see a notification that some IDs may be removed from your audience prior to delivery of that segment to an activation platform due to state privacy regulations. See image below.

Note: Your Estimated Targetable ID number will not change when an audience contains a Sensitive Data Attribute as the IDs are being removed at the time of delivery of your audience to a destination. If you are delivering an audience with Sensitive Data Attributes, you should use the audience sizing number in your activation end point, which will reflect the accurate number of IDs available for targeting.

This effort was put in place to ensure an additional layer of compliance in activation with certain state laws that are already being enforced in your activation platforms. Rest assured; we’ll continue to expand this coverage as new state legislation is passed.   To learn more about Sensitive Data, click here.

We understand the importance of data privacy and compliance, and we want to remind you that while Resonate takes every measure to identify and report data in a privacy-compliant manner, it's equally important for our clients to be familiar with and adhere to the rules and limits set by their activation partners. These platforms may have distinct rules governing individual targeting with sensitive attributes, and your proactive engagement with these rules is a critical aspect of maintaining privacy compliance.  Please consult your activation partners (DSPs, social platforms, etc.) directly to review their specific policies.