IAB purposes (GDPR TCF)

Consent

Consent

Legitimate Interests

To select basic ads vendors can:

• 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, and 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.
• Prevent an ad from serving in an unsuitable editorial (brand-unsafe) context.

Vendors cannot:

• Create a personalized ads profile using this information for the selection of future ads without a separate legal basis to create a personalized ads profile.

N.B. Non-precise means only an approximate location involving at least a radius of 500 meters is permitted.

To create a personalized ads profile vendors can:

• Collect information about a user, including a user's activity, interests, visits to sites or apps, demographic information, or location, to create, or edit a user profile for use in personalized 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 personalized advertising.

To select personalized ads vendors can:

• Select personalized ads 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.

To create a personalized content profile vendors can:

Collect information about a user, including a user's activity, interests, visits to sites or apps, demographic information, or location, to create, or edit a user profile for personalizing 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 personalizing content.

To select personalized content vendors can:

• Select personalized 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.

Consent

Legitimate Interests

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.
• Determine the percentage of the ad that had the opportunity to be seen and the duration of that opportunity.
• Combine this information with other information previously collected, including from across websites and apps

Vendors cannot:

• Apply panel- or similarly-derived audience insights data to ad measurement data without a separate legal basis to apply market research to generate audience insights.

Consent

Legitimate Interests

To measure content performance vendors can:

• Measure and report on how content was delivered to and interacted with by users.
• Provide reporting, using directly measurable or known information, about 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 without a separate legal basis.
• Apply panel- or similarly derived audience insights data to ad measurement data without a separate legal bases to apply market research to generate audience insights.

Consent

Legitimate Interests

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.
• 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 separate legal basis to measure ad performance.
• Measure which content a specific user was served and how they interacted with it, without a separate legal basis to measure content performance.

Consent

Legitimate Interests

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.

Consent

Legitimate Interests

To use limited data to select content vendors can:

• Select and deliver content based on real-time data (e.g. information about the page content or content embedded within the page, app type, non-precise geolocation data etc.)
• Real time data, as referenced above, may be used for positive or negative targeting e.g. to select content adapted to the online context or prevent an content from serving in an unsuitable (brand-unsafe) context
• Control the frequency of content shown to a user

Vendors cannot:

• Create a content profile about a user (including a user’s prior activity, interests, visits to sites or apps, location, or demographic information) without having obtained consent for Purpose 5.
• Use a content profile to select future content about a user (including a user’s prior activity, interests, visits to sites or apps, location, or demographic information) without having obtained consent for Purpose 6.