Light Reaction
Privacy Policy


Light Reaction, a division of Xaxis, Inc. or one of its affiliates (such corporation or affiliate, "Xaxis"), is firmly committed to protecting the privacy of Internet users and fostering user confidence in the Internet and Internet advertising.  We continually evaluate innovative ways to protect online user privacy while also seeking to deliver relevant advertising and custom online experiences on behalf of our clients.

The purpose of this Privacy Policy is to provide clear notice about the user information we may collect in connection with our Services (as defined below), including activities we undertake across web sites and other digital properties (collectively, “websites”), to the extent applicable, and on our corporate website.  This Privacy Policy applies only to our Services and to our corporate website.

Please note that because of the changing nature of privacy laws, user needs, and our business, we may modify this Privacy Policy from time to time.  Accordingly, since we want to help you clearly understand our Privacy Policy and any pertinent revisions, we encourage you to review our Privacy Policy periodically to become aware of any changes that may have occurred.  You can determine when this Privacy Policy was last revised by referring to the date from which it was “Effective” above.

The next few sections below describe how we collect and use user information in connection with the operation of our Services, such as through advertisements that may appear on various websites.
For information on how we collect and use information that is collected directly on this website (as opposed to through the Services), please see the section entitled “Your Use of and Correspondence on this Website” below.

Light Reaction's Services

Light Reaction provides a range of digital performance marketing services to its clients, including advertisers and publishers. Light Reaction’s services (“Services”) include: media planning, buying and selling; marketing communications planning; campaign analytics and research; and audience segmentation and data management. Our clients use our Services in order to show online users the most useful and relevant ads. For purposes of this Privacy Policy, Light Reaction’s Services do not include the other services of Xaxis. For information on how Xaxis collects and uses information through its other services (as opposed to the collection and use of information through Light Reaction’s Services or on this website), please click here.

Types of Information We Collect through Our Services

When you view and interact with websites and advertisements operated by our clients (and, in some cases, by our clients' clients), we may collect through our Services information regarding your browsing, usage and interactions.  We may also collect information that allows us to identify browsers we have interacted with previously.  Such information collected by our Services may include the type of Internet browser and computer operating system you use, your computer’s Internet protocol (“IP” address), the URLs of the websites you visited before and after viewing an advertisement, and information related to websites and pages you are viewing.

We do not collect users’ names, mailing addresses, phone numbers, email addresses or similar personal data.  We also do not store full IP addresses. Upon receipt of your device's IP address our systems automatically remove part of it. Whenever we refer to “you” or “your”, we are referring to a browser or device and not you as an identifiable person.

We collect information through the use of cookies, pixels and similar technologies.  A cookie is a file on your browser that uniquely identifies your browser and computer.  A pixel is a line of code that is used by a website or third party to assign online activities to a computer or browser.  The use of a pixel allows websites and us to record, for example, that a user has visited a particular website.  Additional information from an earlier period or interaction may be included in the pixel.

How We Use Information Collected through Our Services

We use the information collected through our Services to provide you with the most useful and relevant online advertising and to better customize the sort of advertisements you see on those websites.  For example, if we think that a user is interested in apparel options, then our Services may help our clients deliver interest-based online advertisements to you about a particular type of apparel.

For example:

We also may use such information to limit the number of times you see a particular ad, and for other purposes such as research, reporting and analysis.

We may also receive from other companies information collected outside the Services for use in connection with the Services on behalf of our clients.  We also do this in order to get a clearer picture of the types of advertisements that might be most relevant and useful to you.  We do not associate such information with your name, mailing address, email address or similar personal data. We only ever associate it to your browser or device.

We require our clients to comply with applicable laws governing online privacy.  We encourage you to read the privacy policies of the websites you visit to better understand issues relating to your online privacy.
The use of information collected by our affiliates, clients and service providers is not covered by this Privacy Policy.

Disclosure of Information to Third Parties

We may disclose the information we collect about you (see “Types of Information We Collect through Our Services” above), and information derived from it, to our clients and service providers.  Our clients will use this information to help them getting a better understanding of the users who visit their websites and view the content, and to evaluate the effectiveness of their marketing. Our service providers will use this information to help provide services to us, and they will only ever act on our instructions. As we do not collect users’ names, mailing addresses, phone numbers, email addresses or similar personal data through our Services, we do not disclose any such information to third parties.  However, if you affirmatively provide personal data via one of our clients’ advertisements or websites, then that information will be received by such client and will be subject to that client’s privacy policy.  Our service providers are not permitted to use non-aggregated information we disclose to them for any purpose other than providing services to us or our clients.

We also may disclose the information we collect to third parties, including law enforcement, when we reasonably believe we are obligated to do so by law, and in order to investigate, prevent, or take action regarding suspected or actual prohibited activities, including, but not limited to, fraud and situations involving potential threats to the physical safety of any person.

User Choice

We collect information through our Services through the use of cookies, pixels and similar technologies.  We believe that the use of such technology enables us and our clients to provide users with a more meaningful online

You may simply opt out of receiving customized third-party advertisements via Xaxis and Light Reaction technologies by clicking here: OPT OUT

Our opt-out cookies are programmed to expire ten years after they are initially issued.  If you buy a new computer, upgrade or change browsers or delete this “opt-out” cookie, you will need to perform this opt-out process again.  In order for the opt-out to work, your browser must be set to accept third- party cookies so the opt-out cookie can be stored on your device.

Alternatively, you may adjust your browser settings to refuse or remove cookies, which would result in the elimination of interest-based advertising via cookies from other providers in addition to Light Reaction.  However, by doing so, you may not be able to use certain features on the websites you visit or take full advantage of all website offerings and interest-based advertising.  You may refuse or remove cookies by following the directions provided in your browser settings. You may refuse or remove cookies by following the directions provided in your browser settings.  Further information about cookies is available at

We fully support the digital advertising industry’s efforts to increase transparency in the area of interest-based advertising and health segments.  For more information on standard interest segments based on health-related information or interests that we may use for interest-based advertising purposes, click here.

European Interactive Digital Advertising Alliance

We are a member of the European Interactive Digital Advertising Alliance (EDAA) and, in connection with our membership, adhere to the IAB Europe EU Framework for Online Behavioral Advertising in those markets where that self-regulatory framework applies. For information about interest-based advertising and the choices available to you, and to opt out of third-party interest-based advertisements from us and other participating EDAA member companies via cookies, please click here.

Children’s Privacy

We are sensitive to the issue of children's privacy.  Therefore, our website and Services are neither developed for, nor directed at, children or at websites primarily directed to children.  If you believe a child has provided us with personal information and you would like to have the information removed, please contact us at

Linking to Other Websites

A link from our own website to another website does not imply our endorsement of that website.  We do not control the websites to which we link and assume no responsibility for their content or privacy policies.  Therefore, you should carefully review the privacy policies that apply to any websites you access from our website.

Transfer of Data in the Event of Acquisition

In the event that another company acquires all or substantially all of the assets of our business through a consolidation, merger, asset purchase, or other transaction, we reserve the right to transfer all information (including any information a user may have provided through the “contact us” page) that is in our possession or under our control to such acquiring party.

Information Security

We follow generally accepted industry standards to protect against the unauthorized access to, retention of, and disclosure of data.  This includes undertaking necessary physical, electronic, and management activities required to protect data integrity, access, and use. Any data that is stored on our servers is treated as confidential information.  Please keep in mind, however, that despite these reasonable efforts to protect data on our servers, no method of transmission over the Internet is guaranteed to be secure. Therefore, while we strive to protect your data at all times, we cannot guarantee its absolute security and shall not be liable for any breach of security by an outside party.

Data Retention

We generally maintain the information we collect through our Services in non-aggregated form for a period of not more than thirteen months.  This data includes websites visited, content viewed, ad interactions, IP addresses, browser type and language settings.

We may maintain information we collect through our Services in an aggregated form for a period longer than thirteen months.

Your Use of and Correspondence on this Website

We use cookies to understand and analyze the usage trends of our users on our corporate website.  If you provide us information through our "contact us" link on our corporate website, we will keep a record of the information you provide, including your email address and any other personal data you provide, solely for the purpose of responding to your inquiry or to provide you with relevant material, and, where you have consented, with marketing communications about our products and services. We may disclose such personal data to third party marketing automation service providers solely for those purposes; the service providers are not permitted to use this information for any purpose other than providing services to us.

Information collected on our website may be stored and processed in the United States or any other country in which we or our affiliates, subsidiaries, agents or customers maintain facilities. You acknowledge and agree that personal data you provide to us may be transferred outside of the country in which you reside. Providing such information will constitute your consent to any such transfer. Where we make such a transfer, we will take reasonable steps to make sure your personal data is treated securely.


Please note that in some countries an IP address is considered personal data by applicable law.  If we conduct business in such countries and we know that you are located in such a country, we will treat your IP address as personal data and use it in accordance with this privacy policy.

How to obtain a copy of your information

You are entitled to ask for a copy of the personal information we hold about you (for which we may charge a small fee) and to have any inaccuracies in your personal information corrected. Please contact us using the details set out below.

How to contact us if your information or choices change

If your personal information or your preferences change, if you don't want us to send you the information you have requested or if you have any queries about how we use your personal information, please let us know by contacting Light Reaction at the following email address:

Questions or Comments about this Privacy Policy

If you have questions or concerns regarding this statement, you should contact us through email or by mail. You can address your general questions and comments by e-mail to or by mail to Light Reaction c/o Xaxis, 132 West 31 Street, New York, NY 10001, Attn: Legal Department.