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In the physical world, you put your signature on cards and important papers to let the world know it's you. When you surf the web, you leave behind a 'data signature' that captures information about who you are and what you want. Websites use that data to serve you targeted ads and offers and to customize your online experience.

When you "opt out" of targeting using some of the services available today, websites might stop serving you targeted ads, but they still may profile you and know things about you that you don't want them to know. Further, if those opt out services aren't directly integrated into the targeting systems of those websites, your wishes might not alays be turned into action.

At Krux, we think that creating trust between people and websites requires new tools, new approaches. That's where Krux Consumer comes in. Krux Consumer synchronizes what you want websites to know about you with what websites actually track, making sure your web experiences become more meaningful, less creepy. It works by giving you a simple way to specify your data signature in terms you control. It then makes sure that the data systems of our participating publishers follow your instructions.

Websites win by earning and maintaining your trust. Over time, because of that trust, we believe you will want to tell websites more about who you are and what you want. Now and later, you win by taking control of your data signature.

What Krux Consumer will become

Krux Consumer will continue to evolve, giving you even richer ways to manage your digital signature. In conjunction with our important technology partner, Krux Consumer will become a centralized place for you to control what kinds of information is known about you all across the internet, by what kinds of websites or marketers, and for what purpose.

Soon, we will also allow you to view specific information that has been collected about you. You'll also be able to modify that information if it is incorrect and provide additional information about yourself and your interests to enable a more personalized experience on Krux publisher websites.

What actions you can take today

Krux wants to give people the tools to control their digital signatures. For some, this could mean opting out of targeting altogether. For many, this might not be a big deal either way. For some, it might mean communicating particular aspects about themselves to help websites generate more helpful content. Wherever you fall along this spectrum, Krux helps you get more of what you want from your web experiences.

If you're like most visitors...

and you don't mind that some websites use anonymous data to improve your web experience, you don't need to take any action at all.

If you would like websites to know more about you to help them customize your web experience...

we are giving you the tools to do just that. We are starting with these simple pieces of information: your gender, age, and geographic location.

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As we collect this information, we will share it with our participating publishers, match it to information they might already have about you, and put it to work improving your web experience.

If you don't like the idea of websites using anonymous information about you...

You must allow cookies from Krux Digital in order to opt out. Clicking on this opt-out button will result in a persistent 'cookie' placed in your web browser by Krux, identifying you as being on the Krux 'do not target' list. Taking this opt-out step won't prevent all tracking and targeting online, but it will ensure your wishes are honored by participating Krux publishers. (Note: if you use more than one computer, you need to repeat this process for each one, as this information is associated with a cookie unique to each machine.)

If you would like to stay informed about the Krux Consumer solution...

we would be happy to send periodic updates via email as we expand its capabilities. We promise never to send more than a few emails a year, and, of course, your email address would never be used for any purpose other than these direct communications between Krux and you.

Yes, please send me periodic updates about Krux Consumer.

Krux's privacy principles

Consumers are Krux's true north. Our privacy principles reflect our commitment to protecting your privacy and giving you choices when it comes to your data and how it's used on the web.

Three of those principles uniquely apply to Krux Consumer's premise and design.

  • We enable and manage collection of data across the Internet, but only at the request of individual consumers or our publisher clients.
  • We make website operators aware of uninvited, unauthorized entities who are skimming data from their sites, and we give them tools to mitigate and control such activity within the technical limitations induced by existing internet protocols and standards.
  • Through our technology, we will expose bad actors and their actions, educating the industry and consumers on the impact of any unethical, inappropriate, or illegal activities we discover.

We take this pledge very seriously. When we observe bad actors, we expose them. And if any Krux publishers are ever found to be behaving in a way that is inconsistent with the stated wishes of consumers, we will remove them from our platform.

Where can I get more information about protecting myself online?

There is an overwhelming amount of information on the internet about data collection, targeting, and consumer privacy. Here are just a few of the places we'd recommend.

  • PrivacyChoice is a great place to start. They are an important partner to Krux. You can find out more about them at You might also want to follow their blog - it's always full of interesting information and privacy news.
  • The Internet Advertising Bureau is a very important organization for online marketers, publishers, and technology companies. They also have excellent resources where you can learn more about online advertising and what it means for your privacy. We encourage you to visit the special Privacy Matters section of their website.
  • The NAI is an advertising industry group focused on establishing targeting and tracking guidelines for marketers and technology companies. You can find out more here.
  • Also, The Wall Street Journal has a long-running series on privacy, consumer data, and the web called What They Know.

Krux Consumer - in partnership with