Definitions Edit

Contextual advertising is

online advertising that does not involve the maintenance or storage of information about an individual beyond the current online session with a website or series of websites. Contextual advertising generate relevant advertisements based on the content of a webpage.[1]
advertising that is selected based on the content currently being viewed by the data subject. In the case of a search engine, content may be derived from the search keywords, the previous search query or the user's IP address if it indicates their likely geographical location.[2]
advertising based on a consumer's current visit to a single web page or a single search query that involves no retention of data about the consumer's online activities beyond that necessary for the immediate delivery of an ad or search result.[3]

References Edit

  1. Online Behavioral Tracking and Targeting, Legislative Primer.
  2. Opinion 2/2010 on Online Behavioural Advertising, at 5 n.2.
  3. Self-Regulatory Principles For Online Behavioral Advertising, at iii.

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