Rolls-Royce Ghost review

Store and/or access information on a device

Vendors can:

• Store and access information on the device such as cookies and device identifiers presented to a user.

Select basic ads

To 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) context

• Create a personalised ads profile using this information for the selection of future ads.
• N.B. Non-precise means only an approximate location involving at least a radius of 500 meters is permitted.

Create a personalised ads profile

To 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.

Select personalised ads

To 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.

Create a personalised content profile

To 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.

Select personalised content

To 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.

Measure ad performance

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

• 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)

Measure content performance

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.

• 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)

Apply market research to generate audience insights

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.

• 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

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

• Conduct any other data processing operation allowed under a different purpose under this purpose

Ensure security, prevent fraud, and debug

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

• Conduct any other data processing operation allowed under a different purpose under this purpose.

Technically deliver ads or content

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

• Conduct any other data processing operation allowed under a different purpose under this purpose

Match and combine offline data sources

Vendors can:

• Combine data obtained offline with data collected online in support of one or more Purposes or Special Purposes.

Link different devices

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

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.

• 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.