Understanding tracking with Cookiedatabase.org

Purpose: Measure ad performance

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