Environment Overview and Scrutiny Committee

Store and/or access information on a deviceVendors can:* Store and access information on the device such as cookies and device identifiers presented to a user.purpose 0OnOff

Select basic adsTo do basic ad selection 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, 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) contextVendors cannot:* Create a personalised ads profile using this information for the selection of future ads without a separate legal basis to create a personalised ads profile.* N.B. Non-precise means only an approximate location involving at least a radius of 500 meters is permitted.purpose 1OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Select basic ads

Create a personalised ads profileTo create a personalised ads profile vendors can:* Collect information about a user, including a user's activity, interests, 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.purpose 2OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Create a personalised ads profile

Select personalised adsTo select personalised ads vendors can:* Select personalised 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.purpose 3OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Select personalised ads

Create a personalised content profileTo create a personalised 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 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.purpose 4OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Create a personalised content profile

Select personalised contentTo 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.purpose 5OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Select personalised content

Measure ad performanceTo 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 appsVendors cannot:*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)purpose 6OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Measure ad performance

Measure content performanceTo 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.* 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)purpose 7OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Measure content performance

Apply market research to generate audience insightsTo 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.purpose 8OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Apply market research to generate audience insights

Develop and improve productsTo 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 learningVendors cannot:* Conduct any other data processing operation allowed under a different purpose under this purposepurpose 9OnOffI accept the processing of personal data on the grounds of Legitimate Interest for the purpose:Develop and improve products