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 * STORE AND/OR ACCESS INFORMATION ON A DEVICE
   
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     identifiers presented to a user.
   
   

 * SELECT BASIC ADS
   
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   * 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.
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     of future ads.
   * N.B. Non-precise means only an approximate location involving at least a
     radius of 500 meters is permitted.
   
   
   
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 * CREATE A PERSONALISED ADS PROFILE
   
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     demographic information, or location, to create or edit a user profile for
     use in personalised advertising.
   * Combine this information with other information previously collected,
     including from across websites and apps, to create or edit a user profile
     for use in personalised advertising.
   
   
   
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 * SELECT PERSONALISED ADS
   
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     data, including a user’s prior activity, interests, visits to sites or
     apps, location, or demographic information.
   
   
   
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 * CREATE A PERSONALISED CONTENT PROFILE
   
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     visits to sites or apps, demographic information, or location, to create or
     edit a user profile for personalising content.
   * Combine this information with other information previously collected,
     including from across websites and apps, to create or edit a user profile
     for use in personalising content.
   
   
   
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 * SELECT PERSONALISED CONTENT
   
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   To select personalised content vendors can:
   
   * Select personalised content based on a user profile or other historical
     user data, including a user’s prior activity, interests, visits to sites or
     apps, location, or demographic information.
   
   
   
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 * MEASURE AD PERFORMANCE
   
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   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
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     the duration of that opportunity
   * Combine this information with other information previously collected,
     including from across websites and apps
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     data without a Legal Basis to apply market research to generate audience
     insights (Purpose 9)
   
   
   
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 * MEASURE CONTENT PERFORMANCE
   
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     users.
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     users who interacted with the content
   * Combine this information with other information previously collected,
     including from across websites and apps.
   Vendors cannot:
   * Measure whether and how ads (including native ads) were delivered to and
     interacted with by a user.
   * Apply panel- or similarly derived audience insights data to ad measurement
     data without a Legal Basis to apply market research to generate audience
     insights (Purpose 9)
   
   
   
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 * APPLY MARKET RESEARCH TO GENERATE AUDIENCE INSIGHTS
   
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   To apply market research to generate audience insights vendors can:
   
   * Provide aggregate reporting to advertisers or their representatives about
     the audiences reached by their ads, through panel-based and similarly
     derived insights.
   * Provide aggregate reporting to publishers about the audiences that were
     served or interacted with content and/or ads on their property by applying
     panel-based and similarly derived insights.
   * Associate offline data with an online user for the purposes of market
     research to generate audience insights if vendors have declared to match
     and combine offline data sources (Feature 1)
   * Combine this information with other information previously collected
     including from across websites and apps.
   Vendors cannot:
   * Measure the performance and effectiveness of ads that a specific user was
     served or interacted with, without a Legal Basis to measure ad performance.
   * Measure which content a specific user was served and how they interacted
     with it, without a Legal Basis to measure content performance.
   
   
   
   Object to Legitimate Interests Remove Objection

 * DEVELOP AND IMPROVE PRODUCTS
   
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   To develop new products and improve products vendors can:
   
   * Use information to improve their existing products with new features and to
     develop new products
   * Create new models and algorithms through machine learning
   Vendors cannot:
   * Conduct any other data processing operation allowed under a different
     purpose under this purpose
   
   
   
   Object to Legitimate Interests Remove Objection

 * USE PRECISE GEOLOCATION DATA
   
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   Vendors can:
   
   * Collect and process precise geolocation data in support of one or more
     purposes.
   * N.B.: Precise geolocation means that there are no restrictions on the
     precision of a user’s location; this can be accurate to within several
     meters.
   
   

 * ACTIVELY SCAN DEVICE CHARACTERISTICS FOR IDENTIFICATION
   
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   Vendors can:
   
   * Create an identifier using data collected via actively scanning a device
     for specific characteristics, e.g. installed fonts or screen resolution.
   * Use such an identifier to re-identify a device.
   
   

 * ENSURE SECURITY, PREVENT FRAUD, AND DEBUG
   
   Always Active
   
   To ensure security, prevent fraud and debug vendors can:
   
   * Ensure data are securely transmitted
   * Detect and prevent malicious, fraudulent, invalid, or illegal activity.
   * Ensure correct and efficient operation of systems and processes, including
     to monitor and enhance the performance of systems and processes engaged in
     permitted purposes
   Vendors cannot:
   * Conduct any other data processing operation allowed under a different
     purpose under this purpose.
   
   

 * TECHNICALLY DELIVER ADS OR CONTENT
   
   Always Active
   
   To deliver information and respond to technical requests vendors can:
   
   * Use a user’s IP address to deliver an ad over the internet
   * Respond to a user’s interaction with an ad by sending the user to a landing
     page
   * Use a user’s IP address to deliver content over the internet
   * Respond to a user’s interaction with content by sending the user to a
     landing page
   * Use information about the device type and capabilities for delivering ads
     or content, for example, to deliver the right size ad creative or video
     file in a format supported by the device
   Vendors cannot:
   * Conduct any other data processing operation allowed under a different
     purpose under this purpose
   
   

 * MATCH AND COMBINE OFFLINE DATA SOURCES
   
   Always Active
   
   Vendors can:
   
   * Combine data obtained offline with data collected online in support of one
     or more Purposes or Special Purposes.
   
   

 * LINK DIFFERENT DEVICES
   
   Always Active
   
   Vendors can:
   
   * Deterministically determine that two or more devices belong to the same
     user or household
   * Probabilistically determine that two or more devices belong to the same
     user or household
   * Actively scan device characteristics for identification for probabilistic
     identification if users have allowed vendors to actively scan device
     characteristics for identification (Special Feature 2)
   
   

 * RECEIVE AND USE AUTOMATICALLY-SENT DEVICE CHARACTERISTICS FOR IDENTIFICATION
   
   Always Active
   
   Vendors can:
   
   * Create an identifier using data collected automatically from a device for
     specific characteristics, e.g. IP address, user-agent string.
   * Use such an identifier to attempt to re-identify a device.
   Vendors cannot:
   * Create an identifier using data collected via actively scanning a device
     for specific characteristics, e.g. installed font or screen resolution
     without users’ separate opt-in to actively scanning device characteristics
     for identification.
   * Use such an identifier to re-identify a device.
   
   

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