> For the complete documentation index, see [llms.txt](https://support.happydemics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.happydemics.com/methodology/brand-lifts-by-happydemics/the-use-of-exposure-data.md).
# The use of exposure data
## Exposure data is used when provided
We leverage all available campaign data while **remaining data-agnostic to maximize the probability of exposure and ensure the most comprehensive analysis.**
When provided, exposure data is used by our trading team to retarget probably exposed respondents.
However, they are not mandatory, as our trading team can collect 250 ad recall respondents even without retargeting options, as long as the campaign delivers 100K unique impressions.
**Exposure data can serve as:**
* A way to reassure you or your clients about the Ad recall status of respondents within a specific environment.
* A way to improve the comparability between ad recall and non ad recall respondents.
For more information about the type of exposure data we can use and how to add them on the platform, please check [the dedicated article](/launch/exposure-data.md).
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