Understanding tracking with Cookiedatabase.org

Purpose: Select basic ads

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