| Name | Apply market research to generate audience insights |
| Legal text | To apply market research to generate audience insights vendors can: ● Provide aggregate reporting to advertisers or their representatives about the audiences reached by their ads, through panel-based and similarly derived insights. ● 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. ● 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 ● Combine this information with other information previously collected, including from across websites and appsVendors cannot: ● Measure the performance and effectiveness of ads that a specific user was served or interacted with, without a separate legal basis to measure ad performance. ● Measure which content a specific user was served and how they interacted with it, without a separate legal basis to measure content performance. |
| User-friendly text | Market research can be used to learn more about the audiences who visit sites/apps and view ads. |
| Vendor guidance | ● Allowable Lawful Bases: Consent, Legitimate Interests ● Unique Reach ● Audience segmentation (Demographic attributes of the users) ○ Website/Apps KPIs across ads and contents ○ usually panel-derived: ○ Age ○ Gender ○ interests / affinity / in-market categories: what else are users interested in ● When combining information collected under this purpose with other information previously collected, the latter must have been collected with an appropriate legal basis. ● Data collected and/or processed for audience measurement must not be used to improve individual profiles for Purposes 3 and 5 without an appropriate legal bases for these purposes ● Audience Measurement reports include only aggregate data ● Those are data related to market research and “currency” data eg.: Syndicated data from JICs, Ad Audience certifications, etc. ● Vendors cannot provide reporting about the audiences using methods covered in Purposes 7 and 8. ● [with Feature 1] This purpose serves to match offline obtained data (panel data) to online obtained data (through Purpose 7 or 8). ● [with Feature 2] Apply market research to generate audience insights by linking different devices. ● [with Feature 3] Use identifiers generated by receiving and using automatically sent device characteristics. ● [with opt-in for Special Feature 1] Use precise geolocation data to apply market research data in order to generate audience insights. ● [with opt-in for Special Feature 2] Use identifiers generated by actively scanning device characteristics to apply market research data in order to generate audience data ● This purpose does not permit applying measurement data to the panel-derived demographic information unless the user has also granted the appropriate legal basis for Purpose 7. |
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