Purpose 1: Store and/or access information on a device
Vendors can:
Store and access information on the device such as cookies and device identifiers presented to
a user.
Purpose 2: Select basic ads
To do basic ad selection vendors can:
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
Use a user’s non-precise geolocation data
Control the frequency of ads shown to a user.
Sequence the order in which ads are shown to a user.
Prevent an ad from serving in an unsuitable editorial (brand-unsafe) context
Vendors cannot:
Create a personalised ads profile using this information for the selection of future ads.
N.B. Non-precise means only an approximate location involving at least a radius of 500 meters
is permitted.
Purpose 3: Create a personalised ads profile
To create a personalised ads profile vendors can:
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.
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.
Purpose 4: Select personalised ads
To select personalised ads vendors can:
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.
Purpose 5: Create a personalised content profile
To create a personalised content profile vendors can:
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.
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.