www.smithsonianmag.com Open in urlscan Pro
2606:4700:10::ac43:538  Public Scan

Submitted URL: https://apple.news/PwXsYZq_rB6q-2TU2d9DvMj?articleList=ACAf2eZMFRemtOzqz6bpE7A
Effective URL: https://www.smithsonianmag.com/history/why-is-the-year-of-the-dragon-considered-so-lucky-180983764/
Submission: On February 13 via api from US — Scanned from DE

Form analysis 2 forms found in the DOM

/search/

<form class="search-form" action="/search/">
  <input placeholder="Search..." type="text" name="q">
  <button type="submit"><i class="fas fa-search" aria-hidden="true"></i></button>
</form>

POST /acoustic/add_history/

<form method="post" action="/acoustic/add_history/">
  <input type="email" name="email" placeholder="Email Address" required="" id="id_email">
  <input type="submit" value="Sign Up" name="submit" class="history">
  <p class="terms-info"><a href="/privacy">Click to visit our Privacy Statement</a>.</p>
  <input type="hidden" name="history_opt_source" id="id_history_opt_source" value="In-Article Signup">
</form>

Text Content

Sections



Subscribe Renew Shop
Subscribe Give a Gift Renew
 * Smart News
   * History
   * Science
   * Innovation
   * Arts & Culture
   * Travel
 * History
   * Archaeology
   * U.S. History
   * World History
   * Video
   * Newsletter
 * Science
   * Human Behavior
   * Mind & Body
   * Our Planet
   * Space
   * Wildlife
   * Newsletter
 * Innovation
   * Innovation for Good
   * Education
   * Energy
   * Health & Medicine
   * Sustainability
   * Technology
   * Video
   * Newsletter
 * Arts & Culture
   * Museum Day
   * Art
   * Books
   * Design
   * Food
   * Music & Film
   * Video
   * Newsletter
 * Travel
   * Africa & the Middle East
   * Asia Pacific
   * Europe
   * Central and South America
   * U.S. & Canada
   * Journeys
   * Newsletter
 * At The Smithsonian
   * Visit
   * Exhibitions
   * New Research
   * Artifacts
   * Curators' Corner
   * Ask Smithsonian
   * Podcasts
   * Voices
   * Newsletter
 * Podcast
 * Photos
   * Photo Contest
   * Instagram
 * Video
   * Original Series
   * Smithsonian Channel

 * Newsletters
 * Shop



History | February 9, 2024


WHY IS THE YEAR OF THE DRAGON CONSIDERED SO LUCKY?

The only mythical creature in the Chinese zodiac, the dragon has long been
associated with prosperity and imperial power


Long before it was imbued with symbolic meaning in the zodiac and beyond, the
dragon was an ambiguous silhouette adorning art forms. Illustration by Meilan
Solly / Photos via Wikimedia Commons, Metropolitan Museum of Art and Flickr
under public domain

Catherine Duncan

Staff Contributor



A camel’s head, a deer’s horns and a demon’s eyes. A bull’s ears, a snake’s neck
and a clam’s belly. A carp’s scales, an eagle’s claws and a tiger’s paws. Pieced
together, these disparate physical features yield an illustrious creature of
Chinese legend: the dragon.

Believed to soar through the waters and heavens as a nature deity ruling over
the rains, the dragon is a dominant figure in Chinese mythology, perched at the
center of longstanding creation tales. Ancient legends depict the mythical
being, called long in Chinese, descending to the ground with the fog and rising
out of the ocean with the sun, moving the seasons in its wake. Initially a vague
motif in ancient Chinese art, the dragon is now an emblem of benevolent
divinity, imperial power and sweeping unity. Its symbolism builds on thousands
of years of folklore and Chinese history. And, as the only mythological animal
in the Chinese zodiac system, the dragon takes on yet another layer of meaning.

A Zhou dynasty wine vessel featuring a depiction of a dragon Public domain via
Wikimedia Commons A jade Chinese dragon Metropolitan Museum of Art


The Chinese zodiac consists of 12 animals—the rat, ox, tiger, rabbit, dragon,
snake, horse, goat, monkey, rooster, dog and pig—that alternate every Lunar New
Year. Though the timing of the Lunar New Year changes based on cycles of the
moon, the celebration generally falls between January 21 and February 20,
beginning with the second new moon after the winter solstice. Every Lunar New
Year, a new zodiac animal takes over the reins of fate. Its character guides the
course of the year, and individuals born under its sign are said to adopt its
behavior, character traits and compatibility standards.

Arriving fifth in the sequence, the dragon is the most potent—and most
desired—zodiac symbol. It “catalyzes all the powers of nine animals and is
therefore considered very supreme,” says Richard E. Strassberg, an expert on
Chinese culture and the author of A Chinese Bestiary: Strange Creatures From the
Guideways Through Mountains and Seas. “There [is] an overwhelming mixture of
respect and hope in invoking the dragon’s powers.”

When the Year of the Dragon arrives, birth rates in China tend to boom. Many
parents believe that a child born during this year, a lucky dragon baby, will be
destined for success. Though this perception is often a self-fulfilling
prophecy, with parents investing greater resources in their dragon child, the
extraordinary expectations surrounding the zodiac creature speak to its deep
associations with intelligence, authority and good fortune. This year, the
dragon will take the helm from the rabbit on February 10, ushering in a
long-anticipated period of prosperity unique to the mythical being.

A 16th-century Ming dragon medallion Public domain via Wikimedia Commons


THE BIRTH OF THE ZODIAC

The 12-year Chinese zodiac cycle has ancient origins, but exactly when it became
associated with specific animal symbols is subject to debate. Zodiac creatures
are represented in artifacts and depicted in Chinese literature as early as the
Warring States period, which spanned 475 to 221 B.C.E., and some scholars assert
that a Chinese zodiac system has existed since the reign of Qin Shi Huang, the
first Qin emperor, who ruled immediately after that period. But the
classification scheme was only widely adopted during the Han dynasty, which
presided over China from 206 B.C.E. to 220 C.E. “The system that included these
12 animals continues to be developed and represented, and [it] evolved in
connection with folklore from then on,” says Strassberg.



The accompanying zodiac legend varies across Buddhist and Taoist belief systems,
but the overarching narrative remains relatively consistent. In it, a deity
often identified as the Jade Emperor calls upon all animals to participate in a
race. The first 12 animals to complete the course will be included in the zodiac
calendar, with their position in the cycle determined by the order in which they
arrive at the finish line.

The dragon is the only mythological creature in the Chinese zodiac system.
Public domain via Wikimedia Commons

Each zodiac animal’s competition strategy is indicative of that sign’s traits.
The rat, for instance, finishes in first place by convincing the ox to carry it
across the river; it represents cunning and tenacity. The dragon, expected to
easily prevail due to its powers of flight, stops halfway through the race to
provide water to a drought-ridden village, immortalizing the animal as a symbol
of selfless benevolence.

The zodiac also alternates between the five fundamental elements: wood, fire,
earth, metal and water. This year, the dragon inhabits the wood element, which
represents development and achievement.


EARLY FORMS IN ART

Long before it was imbued with symbolic meaning in the zodiac and beyond, the
dragon was an ambiguous silhouette adorning art forms—a sheer convention of
imagination, says J. Keith Wilson, curator of ancient Chinese art at the
Smithsonian’s National Museum of Asian Art. The Chinese word for dragon has been
in use since the Bronze Age, and “a creature called the dragon has been in the
Chinese art vocabulary for thousands of years,” says Wilson.

Representations of dragons are etched into divination inscriptions and reflected
in the shape of ritual bronze vessels unearthed in Anyang, the capital of the
Shang dynasty. (An ongoing exhibition at the museum, “Anyang: China’s Ancient
City of Kings,” examines the city’s archaeological riches through a display of
more than 200 artifacts.) “For more than a thousand years before the advent of
symbolic designs—roughly the length of the Chinese Bronze Age—the dragon
flourished in art without a set of specific associations,” wrote Wilson in a
1990 journal article.

A group of ritual wine-pouring vessels decorated with masks, dragons and animals
from the middle and late Anyang period, circa 1150 to 1100 B.C.E. National
Museum of Asian Art


The commanding version of the dragon seen today only emerged during the Han
dynasty, when “this notion of mythological creatures being composite [creations]
with aspects of different living forms” gained popularity, says Wilson. The
amalgamation “results from contact between China and Central and Western Asia,”
he adds. This increased exposure “helps us understand why dragons before the Han
dynasty look very different from dragons after the Han dynasty.”


CREATURES OF COSMOLOGY

The composite dragon wields extensive powers, says Strassberg, controlling
rainfall, thunder, wind, tornadoes and storms. Though the creature’s influence
lies mainly in the realm of water and weather, hundreds of iterations exist
within Chinese culture, each with its own distinct mythology.

Historical texts offer a sense of this rich lore. Compiled between the fourth
and first centuries B.C.E., the Shan Hai Jing features a dragon-headed deity
that sends booms of thunder rollicking across the skies by using his stomach as
a drum. (Strassberg’s Chinese Bestiary translates the Shan Hai Jing and provides
additional cultural context on this collection of mythic geography.)

A mural depicting the Azure Dragon Public domain via Wikimedia Commons

The Shan Hai Jing also presents the dragon as one of the “Four Symbols” in
Chinese astrology, which assigns a protector to each cardinal direction. The
Azure Dragon rules over the east, a connection that Strassberg attributes to the
rising of the sun in the sky in that direction, “just as dragons rise from the
water toward the skies.” According to Wilson’s journal article, the Azure Dragon
and its fellow protectors were “believed to be benign” guardians, their
likenesses “often used to decorate palaces and public buildings.”



In the Huainanzi, a second-century B.C.E. text detailing the ideal structure of
an empire, Prince Liu An writes that at the beginning of the universe, “dragons
arose and phoenixes alighted.” When describing terrestrial properties of the
planet, the prince claims that “the earthen dragon brings rain.” Liu An also
tells of a fifth cardinal direction, the center of the world, represented by the
Yellow Dragon.

According to Strassberg, the dragon is often ritually paired with the phoenix to
maximize its auspicious qualities. The combination allows for perfect harmony
between the dragon, associated with the active, masculine principle of yang, and
the phoenix, linked to the passive, female principle of yin.

One of the best-known ancient Chinese legends centers on the nine sons of the
dragon, among them Ya Zi, a bloodthirsty being who often appears on weapons, and
Pu Lao, a roaring creature typically depicted atop of bells. Other types of
dragons featured in Chinese folklore include the Celestial Dragon, the Spiritual
Dragon, the Dragon of Hidden Treasures, the Dragon of the Underworld, the Winged
Dragon, the Horned Dragon, the Coiling Dragon, the Yellow Dragon and the Dragon
King, a Hindu deity that was later absorbed into the Buddhist pantheon.

One of the nine dragons depicted on a wall relief in China Richard Fisher via
Wikimedia Commons under CC BY 2.0 DEED


A SPIRITUAL NEIGHBOR

Though the dragon was viewed as the “superior force in [the] cosmos,” it wasn’t
just a vague allegorical deity, Strassberg says. Believed to dwell deep within
oceans, lakes and rivers, the dragon was considered a neighbor, part of the
larger spiritual population. “No one claimed to have directly captured or seen
the dragons,” the scholar adds, “but they were believed to exist everywhere, and
people could represent and depict them because they knew what animals came
together to form their bodies.”



The dragon’s cultural significance was inextricably tied to China’s agricultural
society. Farmers prayed to the creatures for good weather, erecting temples
during droughts to implore the dragon to grant rain and fruitful harvests. “On a
folklore level, there is a general view that dragons bring benefits and are
inherently good,” Strassberg says.

In stark contrast to the fire-breathing, gold-hoarding dragons of medieval
Europe, Chinese dragons were perceived as benevolent creatures. Though they
lived peacefully among the population, they were still thought to be “very
mysterious and unpredictable, [just] as the weather is,” says Strassberg. “Human
beings would feel very minuscule in relation to the dragon’s power, and in
general, there would not be a feeling of intimacy toward this powerful creature.
They wouldn’t welcome an encounter.”


THE EMBLEM OF THE EMPEROR

Beyond its enduring role in Chinese culture, the dragon played a crucial part in
the consolidation of the Chinese imperial state.

Shiji, a monumental history compiled around 85 B.C.E. by Han dynasty court
scribe and historian Sima Qian, states that the birth of the first Han emperor,
Gaozu, was blessed by a dragon.

A Qing dynasty dragon robe featuring a five-clawed dragon Cooper Hewitt,
Smithsonian Design Museum

Sima Qian recounts the event in mystical fashion, writing:

> Before he was born, [Gaozu’s mother] Dame Liu was one day resting on the bank
> of a large pond when she dreamed that she encountered a god. At this time, the
> sky grew dark and was filled with thunder and lightning. When Gaozu’s father
> went to look for her, he saw a scaly dragon over the place where she was
> lying. After this, she became pregnant and gave birth to Gaozu.



Gaozu is largely credited with laying the foundation of imperial China’s ruling
structure, and he is often said “to be descended in some way biologically [from]
the dragon,” Strassberg notes. In chronicles of Gaozu’s rule such as Sima
Qian’s, the dragon became inseparable from imperial authority and ascendancy. It
also emerged as a unifying agent for ethnically Han Chinese people, many of whom
now consider themselves “descendants of the dragon.”

The supremely powerful dragon became “the emblem of the emperor,” says
Strassberg. It was taboo to refer to this supreme leader directly, so dragons
became a vehicle for honoring the emperor from a respectful distance.

Under later Chinese dynasties, among them the Yuan, Qing and Ming, only the
emperor and other senior royals could wear garments depicting a dragon with five
claws, representing ultimate authority over all five elements. Lower-ranking
individuals were expected to wear robes featuring four-clawed dragons.

Chinese Dragon Dance
Watch on


“[The dragon’s] associations with mutability, with water, storms, male
energy—all of those attributes evolve over time, and it’s very early on taken as
a symbol for the imperial institution,” says Wilson. “Its use on imperial
costume, for example, really cements the association of the dragon with power.”

In a departure from the loose artistic visualizations seen during the Bronze
Age, the Chinese dragon has evolved into a concrete symbol of prosperity and
power. The creature has shaped mythological conceptions of creation, played a
key role in religious practices and adorned the clothing of the most powerful
figures in imperial history. Its dynamic presence is felt throughout Chinese
culture: Every Lunar New Year, traditional dragon dances featuring giant dragon
puppets snake through clamoring crowds, bestowing luck on all those present. The
upcoming Year of the Dragon is steeped in this historic symbolism, bringing with
it thousands of years of meaning.



“In the end, the invisible dragon of nature is, ironically, the most real and
tangible of all. After its deep winter slumber, this creator awakens in spring
and rises to the sky to provide the earth with new life,” wrote Wilson. “In this
context, the dragon is a pulsating force, the world’s activating agent.”

Get the latest History stories in your inbox?

Click to visit our Privacy Statement.

Catherine Duncan | READ MORE

Catherine Duncan is an intern with Smithsonian magazine.


Filed Under: Archaeology, Art, Art History, Asian Art Museum, Asian History,
Buddhism, China, Cooper Hewitt, Smithsonian Design Museum, Exhibitions,
folklore, Magic, Monarchs, Religious History, Smithsonian Institution


Explore

 * Smart News
 * History
 * Science
 * Innovation
 * Arts & Culture
 * Travel
 * At The Smithsonian
 * Podcast
 * Photos
 * Video

Subscribe

 * Subscribe
 * Give a gift
 * Renew
 * Manage My Account

Newsletters

 * Sign Up

Our Partners

 * Smithsonian Institution
 * Smithsonian.com
 * Smithsonian Store
 * Smithsonian Journeys
 * Smithsonian Channel
 * Smithsonian Books
 * Smithsonian Membership

Terms of Use

 * About Smithsonian
 * Contact Us
 * Advertising
 * RSS
 * Member Services
 * Sustainability
 * Terms of Use
 * Privacy Statement
 * Cookie Policy
 * Advertising Notice

© 2024 Smithsonian Magazine Privacy Statement Cookie Policy Terms of Use
Advertising Notice Your Privacy Rights Manage Preferences





WE CARE ABOUT YOUR PRIVACY

We and our 793 partners store and/or access information on a device, such as
unique IDs in cookies to process personal data. You may accept or manage your
choices by clicking below, including your right to object where legitimate
interest is used, or at any time in the privacy policy page. These choices will
be signaled to our partners and will not affect browsing data.


WE AND OUR PARTNERS PROCESS DATA TO PROVIDE:

Use precise geolocation data. Actively scan device characteristics for
identification. Store and/or access information on a device. Personalised
advertising and content, advertising and content measurement, audience research
and services development. List of Partners (vendors)

Reject All I Accept
Show Purposes



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.
More information
Allow All


MANAGE CONSENT PREFERENCES

PERFORMANCE COOKIES

Performance Cookies

These cookies allow us to count visits and traffic sources so we can measure and
improve the performance of our site. They help us to know which pages are the
most and least popular and see how visitors move around the site. All
information these cookies collect is aggregated and therefore anonymous. If you
do not allow these cookies we will not know when you have visited our site, and
will not be able to monitor its performance.

FUNCTIONAL COOKIES

Functional Cookies

These cookies enable the website to provide enhanced functionality and
personalisation. They may be set by us or by third party providers whose
services we have added to our pages. If you do not allow these cookies then some
or all of these services may not function properly.

STRICTLY NECESSARY COOKIES

Always Active

These cookies are necessary for the website to function and cannot be switched
off in our systems. They are usually only set in response to actions made by you
which amount to a request for services, such as setting your privacy
preferences, logging in or filling in forms. You can set your browser to block
or alert you about these cookies, but some parts of the site will then not work.

TARGETING COOKIES

Targeting Cookies

These cookies may be set through our site by our advertising partners. They may
be used by those companies to build a profile of your interests and show you
relevant adverts on other sites. They do not store directly personal information
but are based on uniquely identifying your browser and internet device. If you
do not allow these cookies, you will still see ads, but they will not be
targeted based on your online activities.

STORE AND/OR ACCESS INFORMATION ON A DEVICE 647 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 

PERSONALISED ADVERTISING AND CONTENT, ADVERTISING AND CONTENT MEASUREMENT,
AUDIENCE RESEARCH AND SERVICES DEVELOPMENT 762 PARTNERS CAN USE THIS PURPOSE

Personalised advertising and content, advertising and content measurement,
audience research and services development

 * USE LIMITED DATA TO SELECT ADVERTISING 587 PARTNERS CAN USE THIS PURPOSE
   
   Switch Label
   
   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).
   
   View Illustrations 
   Object to Legitimate Interests Remove Objection

 * CREATE PROFILES FOR PERSONALISED ADVERTISING 480 PARTNERS CAN USE THIS
   PURPOSE
   
   Switch Label
   
   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.
   
   View Illustrations 

 * USE PROFILES TO SELECT PERSONALISED ADVERTISING 473 PARTNERS CAN USE THIS
   PURPOSE
   
   Switch Label
   
   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.
   
   View Illustrations 

 * CREATE PROFILES TO PERSONALISE CONTENT 210 PARTNERS CAN USE THIS PURPOSE
   
   Switch Label
   
   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.
   
   View Illustrations 

 * USE PROFILES TO SELECT PERSONALISED CONTENT 184 PARTNERS CAN USE THIS PURPOSE
   
   Switch Label
   
   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.
   
   View Illustrations 

 * MEASURE ADVERTISING PERFORMANCE 680 PARTNERS CAN USE THIS PURPOSE
   
   Switch Label
   
   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.
   
   View Illustrations 
   Object to Legitimate Interests Remove Objection

 * MEASURE CONTENT PERFORMANCE 340 PARTNERS CAN USE THIS PURPOSE
   
   Switch Label
   
   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 
   Object to Legitimate Interests Remove Objection

 * UNDERSTAND AUDIENCES THROUGH STATISTICS OR COMBINATIONS OF DATA FROM
   DIFFERENT SOURCES 420 PARTNERS CAN USE THIS PURPOSE
   
   Switch Label
   
   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).
   
   View Illustrations 
   Object to Legitimate Interests Remove Objection

 * DEVELOP AND IMPROVE SERVICES 509 PARTNERS CAN USE THIS PURPOSE
   
   Switch Label
   
   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.
   
   View Illustrations 
   Object to Legitimate Interests Remove Objection

 * USE LIMITED DATA TO SELECT CONTENT 108 PARTNERS CAN USE THIS PURPOSE
   
   Switch Label
   
   Content 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 a video or an article is presented to you).
   
   View Illustrations 
   Object to Legitimate Interests Remove Objection

List of IAB Vendors‎

USE PRECISE GEOLOCATION DATA 255 PARTNERS CAN USE THIS PURPOSE

Use precise geolocation data

With your acceptance, your precise location (within a radius of less than 500
metres) may be used in support of the purposes explained in this notice.

List of IAB Vendors‎

ACTIVELY SCAN DEVICE CHARACTERISTICS FOR IDENTIFICATION 116 PARTNERS CAN USE
THIS PURPOSE

Actively scan device characteristics for identification

With your acceptance, certain characteristics specific to your device might be
requested and used to distinguish it from other devices (such as the installed
fonts or plugins, the resolution of your screen) in support of the purposes
explained in this notice.

List of IAB Vendors‎

ENSURE SECURITY, PREVENT AND DETECT FRAUD, AND FIX ERRORS 486 PARTNERS CAN USE
THIS PURPOSE

Always Active

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 473 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 

MATCH AND COMBINE DATA FROM OTHER DATA SOURCES 331 PARTNERS CAN USE THIS PURPOSE

Always Active

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.

List of IAB Vendors‎

LINK DIFFERENT DEVICES 313 PARTNERS CAN USE THIS PURPOSE

Always Active

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).

List of IAB Vendors‎

IDENTIFY DEVICES BASED ON INFORMATION TRANSMITTED AUTOMATICALLY 457 PARTNERS CAN
USE THIS PURPOSE

Always Active

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
Back Button


COOKIE LIST



Search Icon
Filter Icon

Clear
checkbox label label
Apply Cancel
Consent Leg.Interest
checkbox label label
checkbox label label
checkbox label label

Reject All Confirm My Choices