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Use real-time information about the context in which the ad will be shown, to show the ad, including information about the content and the device, such as: device type and capabilities, user agent, URL, IP address
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Use a user’s non-precise geolocation data
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Control the frequency of ads shown to a user.
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Sequence the order in which ads are shown to a user.
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Prevent an ad from serving in an unsuitable editorial (brand-unsafe) context
Vendors cannot:
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Create a personalised ads profile using this information for the selection of future ads without a separate legal basis to create a personalised ads profile.
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N.B. Non-precise means only an approximate location involving at least a radius of 500 meters is permitted.
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Collect information about a user, including a user's activity, interests, demographic information, or location, to create or edit a user profile for use in personalised advertising.
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Combine this information with other information previously collected, including from across websites and apps, to create or edit a user profile for use in personalised advertising.
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Select personalised ads based on a user profile or other historical user data, including a user’s prior activity, interests, visits to sites or apps, location, or demographic information.
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Collect information about a user, including a user's activity, interests, visits to sites or apps, demographic information, or location, to create or edit a user profile for personalising content.
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Combine this information with other information previously collected, including from across websites and apps, to create or edit a user profile for use in personalising content.
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Select personalised content based on a user profile or other historical user data, including a user’s prior activity, interests, visits to sites or apps, location, or demographic information.
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Measure whether and how ads were delivered to and interacted with by a user
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Provide reporting about ads including their effectiveness and performance
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Provide reporting about users who interacted with ads using data observed during the course of the user's interaction with that ad
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Provide reporting to publishers about the ads displayed on their property
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Measure whether an ad is serving in a suitable editorial environment (brand-safe) context
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Determine the percentage of the ad that had the opportunity to be seen and the duration of that opportunity
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Combine this information with other information previously collected, including from across websites and apps
Vendors cannot:
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Apply panel- or similarly-derived audience insights data to ad measurement data without a Legal Basis to apply market research to generate audience insights (Purpose 9)
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Measure and report on how content was delivered to and interacted with by users.
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Provide reporting, using directly measurable or known information, about users who interacted with the content
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Combine this information with other information previously collected, including from across websites and apps.
Vendors cannot:
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Measure whether and how ads (including native ads) were delivered to and interacted with by a user.
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Apply panel- or similarly derived audience insights data to ad measurement data without a Legal Basis to apply market research to generate audience insights (Purpose 9)
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Provide aggregate reporting to advertisers or their representatives about the audiences reached by their ads, through panel-based and similarly derived insights.
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Provide aggregate reporting to publishers about the audiences that were served or interacted with content and/or ads on their property by applying panel-based and similarly derived insights.
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Associate offline data with an online user for the purposes of market research to generate audience insights if vendors have declared to match and combine offline data sources (Feature 1)
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Combine this information with other information previously collected including from across websites and apps.
Vendors cannot:
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Measure the performance and effectiveness of ads that a specific user was served or interacted with, without a Legal Basis to measure ad performance.
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Measure which content a specific user was served and how they interacted with it, without a Legal Basis to measure content performance.
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Use information to improve their existing products with new features and to develop new products
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Create new models and algorithms through machine learning
Vendors cannot:
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Conduct any other data processing operation allowed under a different purpose under this purpose