Privacy Policy

We Respect Your Privacy

We provide this privacy policy (the “Privacy Policy”) to make consumers and our own clients better aware of our practices regarding how we collect, use, and share their information. Vital Edge (“we” or “us”) provides a number of marketing services, generally involving gathering and managing data and creating data models in order to help marketers and marketing platforms send relevant data-driven marketing communications, including services to improve direct mail, email, and digital and social media ad campaigns, by targeting them to consumers’ interests, activities, and demographics.

Please note: This Privacy Policy refers to how we collect and use information to provide services to our clients and also how we use information that we collect from visitors to this website. We address each of those in separate sections of this Privacy Policy.  

Data Collected Through Our Website

We collect information on our website, both when it is voluntarily provided by website visitors and, in some cases, when we use technologies (like cookies) to automatically collect information. We discuss that information and how we use and share it below.

Information Collected

Vital Edge collects Information from users of our website(s), including any page on which this Privacy Policy is posted, including:

The domain name and IP addresses of users’ web browsers.

Aggregate information on what users access, utilize, or visit.

Information, including PII, voluntarily provided by you, such as survey information, requests for information, mailing addresses, and email addresses as well as credit card or payment information, and any personal information related to it, if we provide a way to pay for our services online.

How Vital Edge uses the Information We Collect Through Our Website

We use the Information we collect through our website(s) to do the following:

Create and manage your unique user account.

Provide services to you.

Respond to and communicate with you, including regarding news and updates about our services.

Send you offers and ads for our products and services when you browse the website(s) or other companies’ websites on the Internet.

Perform data analyses, including market research.

We may combine the Information with other information we obtain from third parties, publicly available sources, and any other product or service we provide to further improve the relevance and effectiveness of our products and advertisements.

We may use IP addresses to help diagnose problems with our servers and to administer our website(s). We also may use IP addresses and cookies to help identify visitors to our website(s) for the duration of a session and to gather demographic information about our visitors. We may use clickstream data to determine how much time visitors spend on each web page of our website(s), how visitors navigate through the website(s), and how we may tailor our website(s) to better meet the needs of our visitors.

We use cookies and similar technologies (i.e., similar to those we have described in this Privacy Policy), both for our internal and operational purposes and to market to you, such as to retarget ads to you when you visit other sites across the Internet.

We also use the Information for compliance with our legal obligations, policies and procedures, including the enforcement of our Terms and Conditions.

How Vital Edge Shares the Information We Collect Through Our Website

We may sometimes share or otherwise disclose the Information we collect about you as described in this Privacy Policy or otherwise disclosed to you when you provide us with the information, including as follows:

We may share the Information with service providers, such as credit card processors, who help us deliver the services you request or we provide.

We may share the Information with service providers we use to communicate with you and market to you, including through email, direct mail, or display media.

We will disclose your PII (or other information) if we believe in good faith that we are required to do so by law, regulation, or other government authority or to protect the rights, safety, or property of ourselves or any person or entity. We may also cooperate with law enforcement agencies in any official investigation and we may disclose any Information to the requesting agency in doing so.

If we or all or substantially all of our assets are purchased by another company (such as in a merger, consolidation, restructuring, the sale of stock and/or assets, or other corporate change or financing transaction), the Information in our possession will likely be transferred to the successor entity. We also may share the Information during the course of any due diligence process.

The Information We Collect and Receive

We receive information from various trusted companies and sources that collect and supply consumer data. We may also obtain data through public sources, like census data and other public files. And we may also collect certain information when you visit our website(s) or our marketing partners’ website(s).

This data includes what we refer to as Personally Identifiable Information (“PII”) and information tied to PII regarding persons’ demographics and interests or purchase data. When we refer to PII, we mean first and last name, postal address, mobile advertising ID, telephone number, or email address.

We sometimes group data about consumers’ interests, demographics, or online and offline activities (including website visits) into aggregated “Audience Segments,” which may be connected to PII or to other unique identifiers (which we also explain below).

We also use unique, individual identifiers (“UIDs”) that we or our marketing partners create that are derived from PII but have been de-identified through various means. These UIDs are often used in delivering online ads, for instance, and in deploying online “cookies.” We refer to these as “non-PII.” To learn more about “cookies,” please go to Section 6 titled, “Cookie Technology, Pixels, and Mobile SDKs.”

We may receive these UIDs along with other “non–PII” (e.g., pages viewed, browser type, time and date of visits) that is based on website visits or email opens. This data may be used to improve the operation of these websites, improve visitors’ experience to the websites, to identify or remediate possible threats to the website’s security, and for other operational and management purposes as well as for “retargeting” relevant offers to visitors based on web-browsing activity.

Vital Edge may also collect or receive information about consumers’ visits to websites and information regarding advertising exposure (“web-log data”). Web-log data may include browser type, IP address, type of ad served, and date of ad delivery. This information is used to optimize ad campaigns and measure their effectiveness. Web-log data may also be used to provide ads about goods and services that are most likely to be of interest to individuals.

Like many marketing platforms and other companies, we may combine, link, or aggregate the various data we collect or obtain in order to provide our services.  We refer below to all of the information we receive, collect, or create as the “Information” (whether used in combination or alone).

How We Use the Information

Vital Edge uses the Information to provide its services, including those described on this website, and may include the following:

Tailoring direct mail and email campaigns, display, mobile, and social media marketing to recipients more likely to be interested in those campaigns;

Measuring the effectiveness of any of the above campaigns based on which ads are most likely to be opened or lead to purchases;

Enhancing our clients’ proprietary databases with more information about their customers (or prospective customers);

Creating aggregated Audience Segments (also referred to in Section 2) based on similar demographics and/or interests or preferences (e.g., theater-goers, sports fans, technology sector employees). These Audience Segments may consist of our marketing partners’ first-party data as well as our own proprietary data;

“Retargeting” consumers through direct mail, email, display, mobile, and/or social media, such as by targeting ads to visitors of a client’s website. To do this, we or a marketing partner of ours may deploy and read unique identifiers (such as through online cookies) that enable the “retargeting” of consumers through other channels based on their web browsing experience, often by linking these identifiers to other personal information in order to direct tailored marketing experiences;

Matching one form of PII or UID to another form of PII or UID to better recognize and communicate with an individual across different marketing channels – sometimes called “identity resolution”;

Providing and supporting related data services, such as (but not limited to) information verification and data hygiene, record look-ups, anti-fraud, and other analytics and database tools.

Consumer Privacy and Your Ad Choices

You may learn more about companies that engage in various types of online targeted and retargeted advertising, some of whom we partner with. We also recommend visiting the opt-out pages offered by the Network Advertising Initiative. These “opt-out” mechanisms rely on cookies, so if you browse the web from multiple browsers or devices, you will need to opt-out from each browser and/or device to ensure that we withhold our Online Marketing Services on all of them. Similarly, if you use a new device, change browsers, or delete all of your cookies, you need to repeat this opt-out function again.

How We Share Data with Third Parties

Vital Edge may share the Information (including PII) with customers, marketing services and platforms, and service providers and vendors that we retain in order to provide the services we have described above (or other services we may add).   In addition to our customers, we may share the Information with the following:

Marketing Partners: We may share the Information, including PII and Audience Segments, with various marketing partners to help them and their own customers send more tailored targeted communications. We may also do so for analytical purposes to measure campaign performance, inform future campaigns, or to handle, analyze, or segregate the PII and other data that we handle for customers.

Corporate transfers: If Vital Edge or its significant assets are acquired by or merged into another entity, the Information will be transferred to that entity.   Some Information may also be shared in the course of due diligence for any such event.

Affiliates, parent companies, and subsidiaries: Vital Edge may share some or all of the Information with affiliated or subsidiary companies.

As Required by Law or to Protect Any Party: Vital Edge may disclose Information if we believe in good faith that such disclosure is necessary to (a) comply with relevant laws or to respond to subpoenas, warrants, or law enforcement and government agency requests provided to us; or (b) to protect or otherwise defend the rights, property, or safety of Vital Edge or any other party.

Cookie Technology, Pixels, and Mobile SDKs

As also described above, we and our business and marketing partners use cookies and similar technologies to provide marketing services, such as to target or re-target online ad campaigns or to measure those campaigns. For instance, we or a partner may track a particular browser’s activities to determine if seeing an ad tends to make consumers’ more likely to visit a web page; or we and our marketing partners may target online or offline advertising to users who expressed interest in a product through online activities. Thus, we and others may set and access cookies, pixel tags, and similar technologies on your device. We and others may, likewise, collect various types of information about your browser, device, or browsing activities through use of these cookies.


Cookies are small data files that contain a string of characters, such as a unique browser identifier. Cookies are stored on your computer or other device and act as tags that identify your device. Our (or other companies’) servers send your device a cookie when you visit a website. We and other online marketing platforms may use cookies to, among other things, “remember” you when you visit a website or receive an email, determine visitor patterns and trends, collect information about your activities on our clients’ sites, or interact with the advertising you see. We use cookies to provide relevant content to you and replace non-relevant communications with ads that better match your interests.

Pixel Tags

A pixel tag (also known as a web beacon or clear GIF) is an invisible 1 x 1 pixel that is placed on certain web pages or email messages. When you access these web pages or open an email, pixel tags generate a generic notice of the visit, including the type of device being used, and permit us to set or read our cookies. Pixel tags are used in combination with cookies to track the activity on a site by a particular device. When you turn off cookies, pixel tags simply detect a given website visit or opening of an email message. For email messages, turning off the display of images will disable pixel tags.

Disabling Cookies

Most web browsers are set up to accept cookies. You may be able to set your browser to warn you before accepting certain cookies or to refuse certain cookies. However, if you disable the use of cookies in your web browser, some features of our services and other services may be difficult to use or become inoperable. In addition, disabling cookies will not necessarily opt you out of interest-based marketing; we instead recommend the opt-out methods described in Section 4 above.

Non-Cookie Technologies

In providing our services, we, our marketing partners, or our clients, may work with third-party companies that use techniques other than conventional HTTP cookies to recognize your computer or device and/or to collect and record information about your web-surfing activity, including those integrated with our services. These technologies may not respond to browser settings that block conventional cookies, particularly if you are using a Safari browser. You may opt-out of some of these technologies by visiting the NAI’s opt-out page at; however, if your browser is set to immediately delete or refuse opt-out cookies, or if you use a Safari browser, you may not receive the benefit of this opt-out, or your opt-out cookies may be immediately deleted.


This website may provide links to other websites that Vital Edge thinks users will find interesting or useful. Vital Edge is not responsible for the privacy practices of these other sites or companies.

Security and Data Integrity

Vital Edge takes steps to help ensure that the Information we use is housed and transmitted securely. This may include various types of physical and electronic security, including firewall protection, encryption, hashing or truncation of data, and access controls to PII. While neither we nor any platform can guarantee 100 percent safety from hacks or illegal intrusion, we employ efforts to ensure that this does not occur.

Changes to this Privacy Policy

From time to time, we may update this policy. If you are interested in how we use Information to provide services, we recommend that you check back for any changes to this policy.

Do Not Track

Like most companies, we do not respond to “Do Not Track” signals sent by browsers: The industry has not reached a consensus as to how to fairly and uniformly implement and interpret such signals.

Our Website and Services Are Not Directed to Children Under 13

Vital Edge is a business-to-business website and is not directed to children under the age of 13. Similarly, Vital Edge’s services are not directed to nor intended for anyone under the age of 13. Whether for itself or for its clients, Vital Edge will not knowingly collect or maintain personally identifiable information from or about children under the age of 13. If you are under the age of 13, do not provide us with any Personal Information. If we learn that someone under 13 has provided Personal Information through our site, we will use reasonable efforts to remove such Personal Information from our databases.

Google API Services User Data and Limited Use Compliance

Our services access Google APIs in compliance with Google’s User Data Policy and Limited Use requirements. We only use data obtained through Google APIs to provide/improve specific features. We don’t share or sell this data to third parties or retain it longer than necessary. Appropriate security measures protect user data from unauthorized access. For data breaches involving Google API data, we notify users and follow our response policy.

Contact Us

If you have questions related to this policy, or regarding Vital Edge’s products or services, please contact us at: