| Name | Measure ad performance |
| Legal text | To measure ad performance vendors can: ● Measure whether and how ads were delivered to and interacted with by a user ● Provide reporting about ads including their effectiveness and performance ● Provide reporting about users who interacted with ads using data observed during the course of the user’s interaction with that ad ● Provide reporting to publishers about the ads displayed on their property ● Measure whether an ad is serving in a suitable editorial environment (brand-safe) context ● Determine the percentage of the ad that had the opportunity to be seen and the duration of that opportunity ● Combine this information with other information previously collected, including from across websites and apps Vendors cannot: ● Apply panel- or similarly-derived audience insights data to ad measurement data without a separate legal basis to apply market research to generate audience insights. Vendors cannot: ● Apply panel- or similarly-derived audience insights data to ad measurement data without a separate legal basis to apply market research to generate audience insights. |
| User-friendly text | The performance and effectiveness of ads that you see or interact with can be measured. |
| Vendor guidance | ● Allowable Lawful Bases: Consent, Legitimate Interests ● This purpose is intended to enable processing activities such as: ○ Measure how brand suitable or safe the content of the digital property where the ad was served was ○ Measure the percentage of the ad that had the opportunity to be seen and for how long ○ Measure how many users engaged with an ad, for how long and what was the nature of that engagement (click, tap, hover, scroll etc.) ○ Determine how many unique users or devices an ad was served to ○ Measure the time when users saw the ad ○ Measure/ analyse the characteristics of the device the ad was served to (non-precise location, type of device, screen size, language of the device, operating system/browser, mobile carrier) ○ Measure ad attribution, conversions, sales lift ○ Data collected and/or processed for ad measurement must not be used to improve individual profile or segment data for other purposes ● When combining information collected under this purpose with other information previously collected, the latter must have been collected with an appropriate legal basis. ● This purpose permits reporting on an individual and aggregate level ● This purpose does not permit applying panel-derived demographic information to the measurement data unless the user has also granted the appropriate legal basis for Purpose 9. ● [with Feature 1] Measure ad performance by matching and combining data obtained offline with the data obtained online. ● [with Feature 2] Measure ad performance by linking different devices. ● [with Feature 3] Measure ad performance by using an identifier obtained by receiving and using automatically sent device characteristics ● [with opt-in for Special Feature 1] Measure ad performance by processing precise geolocation previously stored or made available in the moment. ● [with opt-in for Special Feature 2] Measure ad performance by using an identifier obtained by actively scanning device characteristics. |
source: IAB Europe
