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Golf Digest Logo Cover Story


STEPHEN CURRY WANTS TO MAKE GOLF BLACKER AND BROWNER, AND RAISE HIS GAME, TOO

Can the Underrated Tour achieve in golf where decades of strategizing and
resources have come up short?
By Max Adler
May 28, 2024

By Max Adler
May 28, 2024
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Photographs by Rob Liggins


We're coming on three decades since Tiger Woods started shaking the world on its
axis and inspiring kids in every neighborhood, and golf's still as white as
ever.

The number of Black pros at the highest level can be counted on one hand, and
the elite amateur and college ranks don’t look much different. Several noble
organizations have done great work introducing golf to kids who otherwise would
not ever grip a club, but as far as keeping them in the game long enough to
develop the skills and passion necessary to enter its flywheel of social
connections, internships and careers—let alone play professionally—we’re
basically flatlined.



To be sure, Tiger Woods’ cultural impact has been profound. The number of people
of all feathers who play golf and/or regard it as a legitimate sport solely
because of him is uncountable. Most criticism toward Woods’ lack of specific,
deliberate action to diversify golf is simplistic. The sum of his choices led to
the most dominant and thrilling golf ever played, and his TGR Foundation has
delivered an impact commensurate with his star power in the realm of education.
But golf’s other leaders might feel a missed opportunity. Not exactly a
four-footer straight uphill to create ample access to driving ranges and courses
in underserved communities, but it’s hard to imagine ever getting a better look
than during the heart of Woods’ career.



The next in line with the greatest potential to make golf more closely resemble
the makeup of our society plays point guard for the Golden State Warriors.

Really? Really.

As a basketball player, Stephen Curry, 36, reaches a wide demographic that pro
golfers don’t. Winning the 2023 American Century Championship with a final-hole
eagle during a summer when his handicap dipped as low as plus-3, Curry is the
best celebrity golfer however you value skill against clout. Given his
athleticism and competitive experience, his stated wish to one day play on the
PGA Tour Champions isn’t ludicrous. “I don’t know what the path is,” Curry has
said. “All I know is, when I’m done with basketball, I’m going to reasonably
invest as much into my golf as I can to see how good I can get, and where that
puts me 14 years from now, we’ll see.”

Curry’s various golf dreams, for himself and for others who look like him, are
coming alive during a period of momentum like Tiger Woods never had. Golf is up
for everybody post-pandemic, especially off-course driving ranges and simulator
lounges in urban settings. According to the National Golf Foundation,
green-grass participation among people of color is up a million in the past
decade after suffering a small dip around 2018, but the real headline is there
are 5.6 million new off-course golfers of color since the pandemic. That’s a big
pool who could be inspired to get good at the real thing.

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CURRY ROLLED UP TO THE GOLF DIGEST PHOTOSHOOT FOR this story in a Sprinter van
with a deep entourage. After everyone got settled, which was easy at the
commodious facility of the Stanford University golf teams, the first thing we
did was record Curry’s swing on a GEARS biomechanical analysis system. Attaching
all the reflective sensors correctly to the body takes a few minutes, during
which the 6-foot-2 Curry humbly splayed his legs to bring his hazel gaze down to
the median eye-level of our crew, who were also attaching audio microphones for
a video. There’s a special strain of patience at being swarmed that only
superstars possess, and Curry has it in buckets. Polite and relaxed, he said he
was eager to “nerd out.” Amazingly, GEARS founder Michael Neff would uncover in
Curry’s swing just a few minor aspects that stood apart from PGA Tour averages.
“We’ve tested hundreds of tour players, and most of Stephen’s numbers were right
there. I was floored.”



If they were playing a friendly match today, Jordan Spieth says he would spot
Curry six strokes, maybe more on a difficult course, but long-term Spieth is no
doubter. “He’d be one of the longest right away on the Champions tour,” Spieth
says. “He’d rip up par 5s, so it’d come down to how tight can he get his game
from 150 yards and in because you can’t miss on both sides of the flag out
there. Obviously, he has the clutch gene, but what impresses me most is his joy.
As long as he’s been playing basketball, it’s never seemed like work to him.”



PETTY OPPOSING FANS ASIDE, IT’S HARD TO FIND ANYONE serious who has a bad word
about Curry. You hear “selfless,” “thoughtful” and “gracious” a lot, and
hardworking and talented seem insufficient to describe the NBA all-time
three-point scorer (3,729 swishes and counting) who was snubbed by top colleges
as short and scrawny before eventually transforming the game with his shooting
range, routinely attempting from eight and 10 feet behind the arc. Sure, his was
a privileged childhood. Growing up the son of pro basketballer Dell Curry meant
financial comfort and shootaround games with the Charlotte Hornets as a tween,
but it’s an underdog’s journey that’s forged him. Before two league MVPs, four
championship rings, 10 All-Star games and becoming a/the face of a major sport,
Stephen’s defining moment was leading little Davidson to the Elite Eight when
that college hadn’t won an NCAA tournament game in 39 years. The 2023
documentary chronicling this run, “Stephen Curry: Underrated,” produced by
Curry’s own Unanimous Media, unavoidably contains some of the inherent bias of
autobiography, but if a low seed ever needed to get pumped before a club
championship, it’s a helluva watch.



To be underrated is to have low worth projected upon you by others—a depressing
emotion most golfers typically handle all themselves—and capitalized it is the
name of Curry’s “lifestyle brand.” The successful commercialization of this term
is tied up with Curry’s chances to change golf.

Curry’s foundation, Eat. Learn. Play.—which has raised more than $52 million for
meals, books, schools and playgrounds in the Oakland area—operates with its hand
out like all charitable organizations whereas Underrated is for profit. It’s the
name of a junior golf tour that’s landed heavy-hitting corporate sponsors, a
basketball camp, a clothing line, and the future knows what else. In the scheme
of Curry enterprises, which employs more than 70 people and gathers once a year
for a multiday conference over which the man presides to hear presentations and
realign dollars, the Underrated Golf Tour might be the purest example of the
organization’s motto “purpose for profit.” In the fall of its second season in
2023, the Underrated Golf Tour’s ledger reached the black for the first time—$6
million in sponsor sales against about $4 million in operating
expenses—according to Thirty Ink secretary/chairman Suresh Singh, a successful
Ontarian real estate developer and longtime golf buddy of Dell Curry, and all
profit is being reinvested to expand the tour.

THE CURRY CUP: Lucky Cruz and Roisin Scanlon, both 15, won the boys and girls
competitions, respectively.

To those not familiar, the 2023 Underrated season comprised four tournaments
across the United States for 48 boys and 48 girls ages 12 to 18, plus a season
finale with a reduced field. The 2024 season will be the same, plus the launch
of the tour’s European version at Walton Heath in London in May. For each event,
only a handful of spots come via local qualifying, and so the costs—covering
airfare, hotel, meals and transportation for every competitor as well as their
parent and a special person, like a sibling or uncle or coach—rack up fast.
However, being associated with Stephen Curry is regarded as good marketing, and
aligning with his fledgling golf tour currently comes at a fraction of his
normal rate. United Airlines credits most of the flights, Subway provides the
lunches and corporations like KPMG and CDW supply ever useful cash. CSM, the
entertainment agency that puts on several PGA Tour stops (providing signage,
leaderboards, tents, logistics, etc.) runs the Underrated events and sends a
bill. Curry started the tour with a personal check of $1.6 million amidst
warnings he wouldn’t be able to find enough competitive golfers of color to make
it legitimate. Indeed, a good deal of the initial cash was burned on recruiting
missions to junior tournaments all over the United States. As much weight as
Stephen Curry’s name carries, junior-tour operators have their own agendas, and
many weren’t exactly eager to cough up the names and contact information of
their best players to some voice calling on behalf of some new tour who wanted
to steal them away.



I attended the Curry Cup season finale at Lake Merced Golf Club in San Francisco
in August 2023. My experience was positive, and yet, with all risk of sounding
tone deaf, it’s difficult to describe the shock of entering the guarded gates of
a top private club and encountering a bustling scene in which whites are the
minority. A DJ with full setup was pumping beats by the first tee, cycling
through player requests for individual walkup music that ranged from Jay Z to
Latino to Baby Shark. Nearly all the competitors were swagged out in Under
Armour and Curry brand. In the gallery, dreadlocks and bold sneakers outnumbered
gray combovers and penny loafers. Lots of collars, belts and tucked-in shirts,
of course, but also No. 30 jerseys and gold jewelry. Digital leader boards and
other grand buildouts amped the glory awaiting the winners who would shake hands
with the tournament sponsors. Like basketball, football, track or any other
sport with simpler access, here golf was presented as unabashed ambition: train,
win, earn riches. If you want the opportunity, the Underrated Golf Tour doesn’t
discriminate. A few of the kids looked like Eminem. Word.

> CURRY’S GOLF DREAMS, FOR HIMSELF AND FOR OTHERS WHO LOOK LIKE HIM, ARE COMING
> ALIVE DURING A PERIOD OF MOMENTUM TIGER WOODS NEVER HAD

Sam Puryear, who coached golf at Stanford and Michigan State and is now the head
coach at Howard University, and whose golf teams received a seven-figure
donation from Curry in 2019, is, not surprisingly, a fan of Underrated. “This
tour gives kids a chance to compete with no excuses plus second chances to learn
to play under pressure, whereas the American Junior Golf Association [AJGA] is
more one and done. It’s the difference between great intentions and great
execution. Instead of just writing a check, Stephen shows up and gets to know
these kids, and when you understand that one of the best athletes on the planet
is behind you, you start to believe.”

Puryear’s father was a small-college All-American golfer in 1965 at what was
then called Winston-Salem Teachers College. Despite a love for the game, the
father never pushed his son into golf “because of the racial dimension. He had
to deal with a lot of ugliness in and around country clubs,” Sam Puryear says.
Nevertheless, Sam became a tournament player and went on to a life in golf.
Puryear first met Curry 10 years ago in a little money game outside Charlotte
organized through a mutual friend, Will Lowery. Fans of the Golf Channel reality
show “Big Break” might remember Lowery as a competitor, but he’s now the lead
recruiter for Underrated Golf Tour and its second-most influential visionary.



“Exposing a kid to golf is one thing, but it takes so much else to align for
that kid to commit to the struggle to develop,” Lowery says. “Ideally, our tour
removes at least the financial burden.” Although Lowery is mostly preoccupied
with getting college scouts to attend Underrated events and securing more stars
(points) for its winners to earn spots in AJGA events, he also works with Curry
to line up speakers—successful people from the worlds of business, sports,
entertainment and so forth who are walking illustrations of how the values and
opportunities of golf can help any person advance. The idea is that for a
13-year-old, the lifelong reverberating power of a 30-second conversation with a
hero can’t be overstated. As much as Curry, Lowery and the team want to graduate
future PGA Tour pros, they’re also looking forward to the day when a former
Underrated kid becomes CEO of some company and then supports the tour
financially.



Behind this do-goodery is some interesting tension. How do you revolutionize the
vibe of golf to make it more appealing to a new generation while respecting its
traditions? Is it OK to use “dope” as an adjective when thanking a host for your
experience at her country club? Is a hip-hop dance party on the main lawn an
acceptable way to conclude a golf tournament? (Along with taco and sushi
stations, the multicultural vibe at the Lake Merced Underrated Tour finale
didn’t miss a beat.)

“It’s a delicate balance,” Curry says. “We want to create a fun environment that
kids can see themselves in, but we also want our kids to know how to handle
themselves and be respected and welcomed wherever they go. The traditions of
golf are great for many reasons, but there’s also a modernization of the game
going on right now, so there needs to be education on both sides.” Like any true
golfer, Curry advocates knowing where you are. At certain courses, he enjoys
rocking up in joggers and a T-shirt and playing music from his cart as he
practices. At the California Golf Club, established in 1918 and where Curry’s a
member, he usually arrives quietly mid-morning after getting his three kids off
to school, perhaps with a stogie freshly lit, and walks and carries 90 percent
of his rounds.



The horseshoe-shaped bar at the Cal Club is a famous hang, a windowless enclave
of mahogany, leather chairs and gold-painted championship boards. For men of
success, the classic reward would be to sink in here, start playing and
fraternizing daily and see how many times you can get your name on the wall.
Despite a physical training regimen of the highest order, Curry is no
teetotaler. At heart, he’s a son of North Carolina, and his business
relationship with Gentlemen’s Cut Bourbon isn’t just for show. He takes it neat
or with a splash of soda and lemonade, and mischievously grins “I got a
tolerance” when the topic turns to who can drink who under the table. With the
grueling path of his basketball journey nearing its finish (working out after
games, rehabbing his ankle, hours upon hours of crazy practice drills like
dribbling tennis balls with both hands while alternating bouncing them against
walls while wearing goggles in a fog-filled gym to simulate distraction), no one
would think twice if Curry decided to slow down. But as it is, he has made a
life where there’s rarely time to hang after golf. “Ideally there’s a little
wiggle room to chill at the bar, but I’m usually straight to the trunk.”



With all Curry has cooking, he must be surrounded by effective people. Tiffany
Williams, the chief operating officer of Thirty Ink, protects him from most
administrative headaches. Jason Richards, Curry’s former teammate at Davidson
whose own NBA career was short-lived, is the athletics operations director of
the Underrated Golf Tour, which means he’s the central channel of communication
for anxious golf parents. Kris Stone, vice president of relations and business
development for Thirty Ink, a former Division I golfer and consigliere on all
things golf, is usually the first text when Curry sends out “the bat signal” to
get a tee time.



THIS JUNE DURING THE U.S. OPEN AT Pinehurst, Curry will accept the Charlie
Sifford Award in recognition of his efforts to promote diversity in golf. Curry
never met the man who broke the PGA Tour’s color barrier for tour cards and won
two of its tournaments (Sifford died in 2015), but at the mention of the name
Curry’s eyes glance skyward, then to the floor. “He’s a man who obviously did so
much for creating opportunities within this game. I’m very humbled.”

Chris Womack, a Black golfer and CEO of Southern Company, which presents the
award, draws a line right to Tiger Woods. “A lot of us were thrilled by all that
Tiger has done and the barriers he broke down. We thought that would open the
floodgates for African-Americans on tour, but there has not been that incredible
groundswell. I love the work of The First Tee and love their core values, but if
you’re going to prepare kids for the tour, they got to have the competition, and
how Stephen Curry is providing that is deep work, not just a PR commitment.”

> CAN THE UNDERRATED TOUR ACHIEVE IN GOLF WHERE DECADES OF STRATEGIZING AND
> RESOURCES DEPLOYED BY SMART PEOPLE HAVE COME UP SHORT?

Among the first to recognize Curry as a powerful agent of change in golf was
Wendell Haskins, the veteran executive of several industries who recruited Curry
to be an ambassador for PGA Jr. League in 2018. Haskins applauds the
self-sustaining economics of Underrated. “These endeavors can’t just be based on
charity. [Curry] is building brand affinity and future customers while doing
something good. As to how many people of color ultimately become participants in
the golf economy and can be traced to Underrated, that data will take years to
materialize,” says Haskins, who would like to see Curry wield his influence to
bring other celebrities to the cause. “Imagine if you had a dozen other athletes
or entertainers doing at HBCUs what Stephen did at Howard?”



Therein lies another crux. The enormity of the task of cultivating meaningfully
more Black and brown golfers in a world of yawning wealth gaps would seem to
require much more than the effort of one, albeit extraordinary, person.

“I love what Stephen is doing, but I don’t think it fully solves player
development,” says Dr. Michael Cooper, a longtime advocate who has had many high
positions in golf, including chairman of the Golf 20/20 Diversity Task Force.
“We need camps, academies, lessons, equipment, all over the country. It’s a very
complex system. There are people who want to be the person to make it happen,
but what we need is more collaboration and less overlap of services. Who’s going
to be the leader to finally pull it all together? Could it be Stephen? Maybe.”

There’s a sentiment among some in pro golf that Curry should do more to enlist
its players. One might counter that PGA Tour and LIV players have had plenty of
time and opportunity to create junior programs at the scale of Underrated and
might be better served addressing their own current fractures, but that’s to
ignore the sincere pros and administrators whose help might be additive. One top
agent told me: “The Underrated Golf Tour events are a first-class experience for
players with great goodie bags, but with the right strategic partnerships the
level of competition could get better. A lot of the money they’re spending on
kids could be better spent working with existing organizations that are already
in place to reach more kids.”

“For sure, there are a lot of collaboration opportunities,” says Curry, who’s
quick to name the work of Notah Begay and Cam Champ. “A lot of guys have reached
out to compliment me on what I’m doing, like Tony Finau, Justin Thomas. Collin
Morikawa came to our event at Harding Park and spent the entire day. Jordan
Spieth and Annika Sorenstam both opened access to their tournaments for Curry
Cup winners. The number of kids who fit into this junior golf umbrella is huge,
and we’re all just trying to reach who we can to give them access so that we can
change some of those numbers in professional and college golf, as well as give
them other tools outside the game, too.”



It has been a long time since a conquering hero from another sport tried to
inspire a generation of Black golfers with such intention, but there is
precedent. Joe Louis, heavyweight boxing champion of the world from 1937 to
1949, became the first Black person to play in a PGA-sponsored tournament at the
1952 San Diego Open. Louis told The New York Times: “I want people to know what
the PGA is. We’ve got another Hitler to get by.” His son, Joe Louis Barrow Jr.,
later became a successful golf businessman and the first CEO of The First Tee
(2000-’17).

Anything great in the world starts with a person and an idea, then gestates and
develops from there. Can the Underrated Tour achieve in golf where decades of
strategizing, effort and resources deployed by well-intentioned, smart people
have come up short? Would Curry becoming the first pro athlete from another
sport to earn a senior tour card or win a major elite amateur event even matter
that much if the kids who idolize him don’t have access to competitive golf?
Such answers won’t be known for many years. For now, a lot of Warriors fans
might prefer their team captain put these dreams aside and focus on the other 14
guys on the roster after a humdrum season.

Every now and then, arrogance looks different in the rearview. Davidson
basketball coach Bob McKillop had patience when a scrawny freshman started
chucking threes from 10 feet behind the line.


MORE ON STEPH CURRY

Golf Guy
A timeline of Steph Curry’s most golf-obsessed moments
Celebrity Golfers
Watch Stephen Curry make a walk-off eagle to win the American Century
Championship
Be like Steph
Watch Steph Curry make a hole-in-one, and his GOAT celebration will be replayed
for decades
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content. Create profiles for personalised advertising. Use profiles to select
personalised advertising. Use profiles to select personalised content. Measure
content performance. Measure advertising performance. Understand audiences
through statistics or combinations of data from different sources. Develop and
improve services. Use limited data to select advertising. List of Partners
(vendors)

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ABOUT YOUR PRIVACY

We process your data to deliver content or advertisements and measure the
delivery of such content or advertisements to extract insights about our
website. We share this information with our partners on the basis of consent and
legitimate interest. You may exercise your right to consent or object to a
legitimate interest, based on a specific purpose below or at a partner level in
the link under each purpose. These choices will be signaled to our vendors
participating in the Transparency and Consent Framework.
Privacy and Cookie Notice
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MANAGE CONSENT PREFERENCES

STORE AND/OR ACCESS INFORMATION ON A DEVICE 29 PARTNERS CAN USE THIS PURPOSE

Store and/or access information on a device

Cookies, device or similar online identifiers (e.g. login-based identifiers,
randomly assigned identifiers, network based identifiers) together with other
information (e.g. browser type and information, language, screen size, supported
technologies etc.) can be stored or read on your device to recognise it each
time it connects to an app or to a website, for one or several of the purposes
presented here.

List of IAB Vendors‎ | View Illustrations 

ADVERTISING

Advertising

 * ADVERTISING COOKIES AND TRACKERS:
   
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   Advertising cookies (and similar technologies) are used to build a profile of
   your interests, to deliver advertising relevant to those interests, to
   measure the effectiveness of advertising campaigns, and for the other
   purposes set forth below. These cookies are set by us and by our advertising
   partners. If you do not allow these cookies, you will still see ads, but they
   may be less relevant to you. You can choose whether to allow the setting of
   these cookies with the “Advertising” toggle above.
   
   IAB TCF Choices:
   Below you can customize how IAB Framework Participants may use your personal
   data. The IAB Features listed at the end of this section do not have consent
   toggles as they operate in conjunction with IAB purposes. They provide
   additional information related to the processing activities detailed in
   underlying IAB purposes.

 * CREATE PROFILES FOR PERSONALISED ADVERTISING 26 PARTNERS CAN USE THIS PURPOSE
   
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   Information about your activity on this service (such as forms you submit,
   content you look at) can be stored and combined with other information about
   you (for example, information from your previous activity on this service and
   other websites or apps) or similar users. This is then used to build or
   improve a profile about you (that might include possible interests and
   personal aspects). Your profile can be used (also later) to present
   advertising that appears more relevant based on your possible interests by
   this and other entities.
   
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 * USE PROFILES TO SELECT PERSONALISED ADVERTISING 27 PARTNERS CAN USE THIS
   PURPOSE
   
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   Advertising presented to you on this service can be based on your advertising
   profiles, which can reflect your activity on this service or other websites
   or apps (like the forms you submit, content you look at), possible interests
   and personal aspects.
   
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 * MEASURE ADVERTISING PERFORMANCE 25 PARTNERS CAN USE THIS PURPOSE
   
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   Information regarding which advertising is presented to you and how you
   interact with it can be used to determine how well an advert has worked for
   you or other users and whether the goals of the advertising were reached. For
   instance, whether you saw an ad, whether you clicked on it, whether it led
   you to buy a product or visit a website, etc. This is very helpful to
   understand the relevance of advertising campaigns.
   
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 * UNDERSTAND AUDIENCES THROUGH STATISTICS OR COMBINATIONS OF DATA FROM
   DIFFERENT SOURCES 16 PARTNERS CAN USE THIS PURPOSE
   
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   Reports can be generated based on the combination of data sets (like user
   profiles, statistics, market research, analytics data) regarding your
   interactions and those of other users with advertising or (non-advertising)
   content to identify common characteristics (for instance, to determine which
   target audiences are more receptive to an ad campaign or to certain
   contents).
   
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 * DEVELOP AND IMPROVE SERVICES 22 PARTNERS CAN USE THIS PURPOSE
   
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   Information about your activity on this service, such as your interaction
   with ads or content, can be very helpful to improve products and services and
   to build new products and services based on user interactions, the type of
   audience, etc. This specific purpose does not include the development or
   improvement of user profiles and identifiers.
   
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 * MATCH AND COMBINE DATA FROM OTHER DATA SOURCES 20 PARTNERS CAN USE THIS
   PURPOSE
   
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   Information about your activity on this service may be matched and combined
   with other information relating to you and originating from various sources
   (for instance your activity on a separate online service, your use of a
   loyalty card in-store, or your answers to a survey), in support of the
   purposes explained in this notice.

 * LINK DIFFERENT DEVICES 19 PARTNERS CAN USE THIS PURPOSE
   
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   In support of the purposes explained in this notice, your device might be
   considered as likely linked to other devices that belong to you or your
   household (for instance because you are logged in to the same service on both
   your phone and your computer, or because you may use the same Internet
   connection on both devices).

 * IDENTIFY DEVICES BASED ON INFORMATION TRANSMITTED AUTOMATICALLY 20 PARTNERS
   CAN USE THIS PURPOSE
   
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   Your device might be distinguished from other devices based on information it
   automatically sends when accessing the Internet (for instance, the IP address
   of your Internet connection or the type of browser you are using) in support
   of the purposes exposed in this notice.

List of IAB Vendors‎

CONTENT PERSONALISATION

Content Personalisation

 * CONTENT PERSONALISATION COOKIES AND TRACKERS:
   
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   Content personalisation cookies (and similar technologies) allow us to select
   and deliver content for you to ensure our services are most relevant to your
   interests and provide the best experience for you. This does not include
   personalisation of advertising. You can choose whether to allow the setting
   of these cookies with the “Content Personalisation” toggle above.
   
   IAB TCF Choices:
   Below you can customize how IAB Framework Participants may use your personal
   data.

 * CREATE PROFILES TO PERSONALISE CONTENT 6 PARTNERS CAN USE THIS PURPOSE
   
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   Information about your activity on this service (for instance, forms you
   submit, non-advertising content you look at) can be stored and combined with
   other information about you (such as your previous activity on this service
   or other websites or apps) or similar users. This is then used to build or
   improve a profile about you (which might for example include possible
   interests and personal aspects). Your profile can be used (also later) to
   present content that appears more relevant based on your possible interests,
   such as by adapting the order in which content is shown to you, so that it is
   even easier for you to find content that matches your interests.
   
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 * USE PROFILES TO SELECT PERSONALISED CONTENT 6 PARTNERS CAN USE THIS PURPOSE
   
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   Content presented to you on this service can be based on your content
   personalisation profiles, which can reflect your activity on this or other
   services (for instance, the forms you submit, content you look at), possible
   interests and personal aspects, such as by adapting the order in which
   content is shown to you, so that it is even easier for you to find
   (non-advertising) content that matches your interests.
   
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 * MEASURE CONTENT PERFORMANCE 7 PARTNERS CAN USE THIS PURPOSE
   
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   Information regarding which content is presented to you and how you interact
   with it can be used to determine whether the (non-advertising) content e.g.
   reached its intended audience and matched your interests. For instance,
   whether you read an article, watch a video, listen to a podcast or look at a
   product description, how long you spent on this service and the web pages you
   visit etc. This is very helpful to understand the relevance of
   (non-advertising) content that is shown to you.
   
   View Illustrations 

List of IAB Vendors‎

USE LIMITED DATA TO SELECT ADVERTISING 30 PARTNERS CAN USE THIS PURPOSE

Use limited data to select advertising

Advertising presented to you on this service can be based on limited data, such
as the website or app you are using, your non-precise location, your device type
or which content you are (or have been) interacting with (for example, to limit
the number of times an ad is presented to you).

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List of IAB Vendors‎ | View Illustrations 

ENSURE SECURITY, PREVENT AND DETECT FRAUD, AND FIX ERRORS 30 PARTNERS CAN USE
THIS PURPOSE

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Your data can be used to monitor for and prevent unusual and possibly fraudulent
activity (for example, regarding advertising, ad clicks by bots), and ensure
systems and processes work properly and securely. It can also be used to correct
any problems you, the publisher or the advertiser may encounter in the delivery
of content and ads and in your interaction with them.

List of IAB Vendors‎ | View Illustrations 

DELIVER AND PRESENT ADVERTISING AND CONTENT 27 PARTNERS CAN USE THIS PURPOSE

Always Active

Certain information (like an IP address or device capabilities) is used to
ensure the technical compatibility of the content or advertising, and to
facilitate the transmission of the content or ad to your device.

List of IAB Vendors‎ | View Illustrations 

ESSENTIAL COOKIES AND TRACKERS:

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Essential cookies (and similar technologies) are necessary for our digital
services to function properly and to remain secure. For example, we may use
Essential cookies for logging in, filling in forms or to enable other features
and functions of our services. Essential cookies are also used to monitor
service technical performance to ensure our services are functioning properly.
We also use Essential cookies to maintain the security and stability of our
services. Because these cookies are necessary to the security and functionality
of our services, they cannot be switched off.

IAB TCF Purposes:
Below you can read how IAB Framework Participants may use your personal data in
ways that are necessary for their services. Please note that cookies and similar
technologies are only used for these purposes if you have consented to the
storage and/or access to information on your device.

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