Assessing Legitimate Interests
This document explains the purposes of ETARGET's legitimate interests and explains their necessity and balacing.
Use limited data to select advertising
Personal data processed
Pseudonymized data like:
- Limited online identifier
- Real-time data (e.g. information about the page content, app type)
Processing operations
- Optimization Algorithms - includes a set of algorithms enabling ETARGET to choose campaigns
- Frequency capping - recording and limiting the number of times a specific ad is shown by ETARGET to the user.
- Selection and delivery of ads based on real-time data - allows ETARGET to show ads based on the real-time data, such as non-precise geolocation, page content and/or app type.
- Filtering ads that are unsuitable for the publisher - allows ETARGET to filter ads when the ad is not relevant to the content shown on the website or unwanted by the publisher.
- ETARGET only processes the partial IP address and approximate postcode. This processing merely enables ETARGET to display basic ads that are relevant to the data subject's location (country, region or city) as well as avoiding excessive ad exposure (frequency capping). This data is not combined with any other information and there are no behavioral.
- Offering a competitive advertising product on the market - by using operations based on limited data ETARGET is able to deliver ads of it's clients.
Measuring advertising performance
Personal data processed
Pseudonymized data like:
- Limited online identifier
- Real-time data (e.g. information about the page content, app type)
Processing operations
- Ad delivery measurement - using the pseudonymized data to measure the effectiveness of the ads delivered on behalf of its clients.
- Ad performance report provision - helps ETARGET clients to understand the effectiveness of their ad content and receive other metrics, such as clicks on ad, length of view, the time user's viewed the ad, number of unique views, how much of the ad has been reached.
- Brand safety and suitability measurement - helps ETARGET analyze the context of the environment where the ad was shown to prevent our clients being displayed with potentially harmful or offensive content.
Develop and improve services
Personal data processed
Pseudonymized data like:
- Limited online identifier
- Real-time data (e.g. information about the page content, app type)
Processing operations
- Product improvement and development - ETARGET uses this data for its internal research to ensure that the services we offer are of the highest quality.
Ensure security, prevent and detect fraud, and fix errors
Personal data processed
Pseudonymized data like:
- Limited online identifier
- Real-time data (e.g. information about the page content, app type)
Processing operations
- Monitoring and preventing unusual and potentially fraud traffic - ETARGET monitors different security-related activities in order to identify unusual traffic and detect fraudulent activities such as automated clicks, bots and fraudulent impressions to secure the service we provide.
- Identifying product errors - this enables ETARGET to fix bugs as quickly as possible
Deliver and present advertising and content
Personal data processed
Pseudonymized data like:
- Limited online identifier
- Real-time data (e.g. information about the page content, app type)
Processing operations
- Technical ad delivery and content - ETARGET uses this data in order to technically deliver ads to the user, to be able to choose the correct creative for the destination placement and the corresponding device.
- Ad and content delivery associated operations and documentation - ETARGET processes this data when delivering advertising content to further provide additional technical operations such as responding to user's interaction with the ad
Last review 28/5/2024