Exponea

Overview

Exponea (now Bloomreach Engagement) is a customer data platform (CDP) and marketing automation system. Its scripts collect real-time behavioral data from website visitors to build unified customer profiles, enable audience segmentation, and trigger personalized content delivery, product recommendations, and automated marketing campaigns based on observed behavior patterns.

What This Script Does

Exponea's JavaScript SDK performs extensive behavioral tracking:

• Event tracking: Records every visitor interaction — page views, product views, add-to-cart events, purchases, search queries, content clicks, and custom events. Each event is enriched with timestamps, page URL, referrer, and session context.
• User identification: Generates anonymous visitor IDs stored in first-party cookies. When a visitor identifies themselves (login, email submission), the anonymous profile is merged with the identified customer record in the CDP for complete journey reconstruction.
• Product recommendations: Renders personalized product recommendation widgets based on the visitor's browsing and purchase history.
• A/B testing: Manages experiment variant assignment and tracks conversion metrics per variant for optimization.
• Cookies: Sets multiple first-party cookies for visitor identification, session tracking, and experiment assignment. Cookie persistence enables cross-session journey tracking and returning-visitor recognition.
• Real-time data transmission: All behavioral events are transmitted in real time to Bloomreach's CDP infrastructure for immediate processing, segmentation, and campaign triggering.

Consent & Compliance

Exponea falls under the analytics/marketing consent category. The behavioral tracking serves analytics purposes, while the personalization, recommendations, and automated campaigns serve marketing purposes.

Under GDPR and ePrivacy, Exponea's scripts require explicit opt-in consent before loading. The persistent tracking cookies, behavioral profiling, and identity merging create detailed personal profiles constituting extensive personal data processing. Bloomreach acts as a data processor and provides GDPR-compliant data processing agreements.

Under CCPA/CPRA, the comprehensive behavioral data collection and customer profile building constitute processing personal information for marketing and advertising purposes.

Should You Block This Without Consent?

Yes. Exponea scripts set persistent tracking cookies, build detailed behavioral profiles, merge anonymous and identified user data, and trigger automated marketing campaigns. Block the Exponea SDK until the user grants marketing consent.