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     data without a Legal Basis to apply market research to generate audience
     insights (Purpose 9)
   
   

 * APPLY MARKET RESEARCH TO GENERATE AUDIENCE INSIGHTS
   
   Switch Label
   
   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.
   
   

 * DEVELOP AND IMPROVE PRODUCTS
   
   Switch Label
   
   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
   
   

 * 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
   
   

 * 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.
   
   

 * 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.
   
   

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