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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).
Illustrations:
 * A car manufacturer wants to promote its electric vehicles to environmentally
   conscious users living in the city after office hours. The advertising is
   presented on a page with related content (such as an article on climate
   change actions) after 6:30 p.m. to users whose non-precise location suggests
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 * A large producer of watercolour paints wants to carry out an online
   advertising campaign for its latest watercolour range, diversifying its
   audience to reach as many amateur and professional artists as possible and
   avoiding showing the ad next to mismatched content (for instance, articles
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 * If you read several articles about the best bike accessories to buy, this
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   a different website or app to present you with advertising for a particular
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   luxury car manufacturer website, this information could be combined with your
   interest in bikes to refine your profile and make an assumption that you are
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 * An apparel company wishes to promote its new line of high-end baby clothes.
   It gets in touch with an agency that has a network of clients with high
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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.
Illustrations:
 * An online retailer wants to advertise a limited sale on running shoes. It
   wants to target advertising to users who previously looked at running shoes
   on its mobile app. Tracking technologies might be used to recognise that you
   have previously used the mobile app to consult running shoes, in order to
   present you with the corresponding advertisement on the app.
 * A profile created for personalised advertising in relation to a person having
   searched for bike accessories on a website can be used to present the
   relevant advertisement for bike accessories on a mobile app of another
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Create profiles to personalise content ?
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.
Illustrations:
 * You read several articles on how to build a treehouse on a social media
   platform. This information might be added to a profile to mark your interest
   in content related to outdoors as well as do-it-yourself guides (with the
   objective of allowing the personalisation of content, so that for example you
   are presented with more blog posts and articles on treehouses and wood cabins
   in the future).
 * You have viewed three videos on space exploration across different TV apps.
   An unrelated news platform with which you have had no contact builds a
   profile based on that viewing behaviour, marking space exploration as a topic
   of possible interest for other videos.


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Use profiles to select personalised content ?
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. This can for example be used to adapt 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.
Illustrations:
 * You read articles on vegetarian food on a social media platform and then use
   the cooking app of an unrelated company. The profile built about you on the
   social media platform will be used to present you vegetarian recipes on the
   welcome screen of the cooking app.
 * You have viewed three videos about rowing across different websites. An
   unrelated video sharing platform will recommend five other videos on rowing
   that may be of interest to you when you use your TV app, based on a profile
   built about you when you visited those different websites to watch online
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Measure advertising performance ?
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.
Illustrations:
 * You have clicked on an advertisement about a “black Friday” discount by an
   online shop on the website of a publisher and purchased a product. Your click
   will be linked to this purchase. Your interaction and that of other users
   will be measured to know how many clicks on the ad led to a purchase.
 * You are one of very few to have clicked on an advertisement about an
   “international appreciation day” discount by an online gift shop within the
   app of a publisher. The publisher wants to have reports to understand how
   often a specific ad placement within the app, and notably the “international
   appreciation day” ad, has been viewed or clicked by you and other users, in
   order to help the publisher and its partners (such as agencies) optimise ad
   placements.


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Measure content performance ?
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.
Illustrations:
 * You have read a blog post about hiking on a mobile app of a publisher and
   followed a link to a recommended and related post. Your interactions will be
   recorded as showing that the initial hiking post was useful to you and that
   it was successful in interesting you in the related post. This will be
   measured to know whether to produce more posts on hiking in the future and
   where to place them on the home screen of the mobile app.
 * You were presented a video on fashion trends, but you and several other users
   stopped watching after 30 seconds. This information is then used to evaluate
   the right length of future videos on fashion trends.


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Understand audiences through statistics or combinations of data from different
sources ?
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).
Illustrations:
 * The owner of an online bookstore wants commercial reporting showing the
   proportion of visitors who consulted and left its site without buying, or
   consulted and bought the last celebrity autobiography of the month, as well
   as the average age and the male/female distribution of each category. Data
   relating to your navigation on its site and to your personal characteristics
   is then used and combined with other such data to produce these statistics.
 * An advertiser wants to better understand the type of audience interacting
   with its adverts. It calls upon a research institute to compare the
   characteristics of users who interacted with the ad with typical attributes
   of users of similar platforms, across different devices. This comparison
   reveals to the advertiser that its ad audience is mainly accessing the
   adverts through mobile devices and is likely in the 45-60 age range.


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Legitimate interest (1)
Develop and improve services ?
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.
Illustrations:
 * A technology platform working with a social media provider notices a growth
   in mobile app users, and sees based on their profiles that many of them are
   connecting through mobile connections. It uses a new technology to deliver
   ads that are formatted for mobile devices and that are low-bandwidth, to
   improve their performance.
 * An advertiser is looking for a way to display ads on a new type of consumer
   device. It collects information regarding the way users interact with this
   new kind of device to determine whether it can build a new mechanism for
   displaying advertising on this type of device.


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Legitimate interest (1)
Use limited data to select content ?
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).
Illustrations:
 * A travel magazine has published an article on its website about the new
   online courses proposed by a language school, to improve travelling
   experiences abroad. The school’s blog posts are inserted directly at the
   bottom of the page, and selected on the basis of your non-precise location
   (for instance, blog posts explaining the course curriculum for different
   languages than the language of the country you are situated in).
 * A sports news mobile app has started a new section of articles covering the
   most recent football games. Each article includes videos hosted by a separate
   streaming platform showcasing the highlights of each match. If you
   fast-forward a video, this information may be used to select a shorter video
   to play next.


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Processing purposes not defined by IAB
Technically necessary (1) ?
Here you can find all technically necessary scripts, cookies and other elements
that are necessary for the operation of the website or the operator has a
legitimate interest according to DSGVO Art6, para. 1.
Analysis / Statistics (2) ?
For the site, visitors, web page views and various other data are stored
anonymously.
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