Special Audience Attributes

What are Special Audience Attributes?
Special Audience Attributes are marketing segmentation signals provided in Pearl Diver to support advertising, measurement, and analytics. They include selected financial characteristics, mortgage metadata, household composition indicators, education/occupation categories, and certain lifestyle interests, provided as ranges/bands/ordinals rather than exact sensitive data that fall into advertising platforms Special Ad Categories (https://www.facebook.com/business/help/298000447747885). Depending on the ad platform these Special Audience Attributes might restrict certain ad or audience options and types.

What are these attributes used for?
‍They are intended for audience planning andsegmentation, campaign analytics and measurement, marketing personalization andsuppression, and go-to-market insights.

What are these attributes not to be used for?
‍They must not be used for eligibilitydecisions or adverse actions (credit, insurance, housing, employment, orbenefits), underwriting, tenant screening, employment screening/backgroundchecks, or targeting minors.

Is "Estimated Credit Range" a credit score orconsumer report?
‍No. Estimated credit range is an area-levelor aggregated marketing statistic (for example, derived at ZIP+4/ZIP9). It isnot an individual credit score and is not a consumer report.

Where does the mortgage data come from?
Mortgage metadata is derived from realproperty / public record sources (e.g., recorded property information) and/ormodeled fields based on those sources. It is provided as bands or indicatorsfor marketing and analytics.

Do you include sensitive categories like health, precisegeolocation, religion, or political affiliation?
‍No. PearlDiver does not provide data pointsrelating to race/ethnicity, religion, political affiliation/donations, precisegeolocation (e.g., latitude/longitude), or health/consumer health data.

Do you provide data about minors?
‍No. Pearl Diver consumer marketing datasetsare US-only and intended for individuals 18 years or older. Customers must notuse household composition attributes (including presence of children) to targetchildren.

Can I use gambling or tobacco affinity attributes?
‍These attributes may be used only for adultaudiences and only where you are legally permitted to advertise thoseproducts/services. You are responsible for required age-gating and compliancewith applicable laws and advertising platform/publisher policies.

What contractual commitments do customers make?
Customers agree to use PearlDiver data formarketing/analytics only, not for eligibility decisions, not to target minors,and to comply with applicable law and advertising platform/publisher policies.

Where can consumers exercise privacy choices?
‍Consumers can opt out of the sale/sharingof their personal information through PearlDiver's privacy choices page andapplicable browser-based signals such as Global Privacy Control (wheresupported).