| Name | Select basic ads |
| Legal text | To select basic ads 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 without a separate legal basis to create a personalised ads profile. N.B. Non-precise means only an approximate location involving at least a radius of 500 meters is permitted. |
| User-friendly text | Ads can be shown to you based on the content you’re viewing, the app you’re using, your approximate location, or your device type. |
| Vendor guidance | ● Allowable Lawful Bases: Consent, Legitimate Interests●Vendors cannot: ○ Create an advertising profile about a user (including a user’s prior activity, interests, visits to sites or apps, location, or demographic information) without having obtained consent or met requirements for processing under a legitimate interest for Purpose 3. ○ Use an advertising profile to select future ads about a user (including a user’s prior activity, interests, visits to sites or apps, location, or demographic information) without having obtained consent or met requirements for processing under a legitimate interest for Purpose 4. ● Selection and delivery of an ad based on real-time data (e.g. information about the page content, app type, device type and capabilities, user agent, URL, IP address etc.) ● Real time data, as referenced above, may be used for positive or negative targeting ● Note: This purpose allows processing of non-precise geolocation data to select and deliver an ad. However, processing precise geolocation data for this purpose requires the user’s opt-in to Special Feature 1 in addition to having obtained consent or met requirements for processing under a legitimate interest for this Purpose. ● [with Feature 1] Combine data obtained offline with data available in the moment, about the user, to select an ad. ● [with Feature 2] Link different devices in order to select an ad. ● [with Feature 3] Identify a device by receiving and using automatically sent device characteristics in order to select an ad in the moment. ● [with opt-in for Special Feature 1] Use precise geolocation data to select and deliver an ad in the moment, without storing it. ● [with opt-in for Special Feature 2] Identify a device by actively scanning device characteristics in order to select an ad in the moment. |
source: IAB Europe
