How Google uses your information for display advertising on partner websites, apps, and other services in the European Economic Area (EEA), Switzerland and United Kingdom (UK)

To display ads. We process your information so we know where to send ads that are served using the display advertising tools. For example, we process your IP address in order to send ads to the web page you’re reading on your device. We also use information about the ad slot to make sure the ad we serve is appropriate (such as to make sure it is the right size to fit into the ad slot on the page).

• Data we use to display ads

Where necessary for the legitimate interests of Google, publishers, advertisers and/or advertising partners in providing advertising services that display ads (and when ads are personalized, we rely on your consent for such personalization, which you have the right to withdraw at any time).

To select ads that you will see (whether or not the ad is personalized to you). We process data to determine the types of ads you see and which advertising partners are eligible to receive certain data. The data collected and disclosed will depend on the permissions you give, such as in the consent banner that is presented to you when you visit the publisher’s property and in your ad settings.

Ads are shown to you according to factors like the time of day, the topic of the property you are visiting or your approximate location. For example, you might see a restaurant ad for lunch specials because you’re reading a blog about lunch recipes. Or you might see an ad for a roofing business because you are reading an article about home repair.

We process data to limit the number of times you see the same ad.

Depending on the permissions you give, we will collect ad request data and disclose bid request data to our advertising partners, who use it to decide whether they want to make a bid for an ad slot on the publisher’s property. If one or more of our advertising partners decide to submit a bid for the relevant ad slot, Google processes the data we receive from them to determine the winning bid and show the relevant ad on the publisher’s property.

Cookie matching can be used to select the ads you see. For example, to limit the number of times you see the same ad.

• Data received by Google when a publisher requests ads (“ad request data”)
• Data disclosed to advertising partners in the bid request (“bid request data”)
• Data received from our advertising partners when they submit a bid for ad space
• Data received by Google when an ad is shown
• Data used for “cookie matching”

The legal ground will depend on the property you are visiting, but will be one of the following:

• Where necessary for the legitimate interests of Google, publishers, advertisers and/or advertising partners in selecting ads when providing advertising services (and when ads are personalized, we rely on your consent for such personalization).
• With your consent, which you have the right to withdraw at any time.

To personalize ads. Provided you have given your consent, we use data to show personalized ads on publisher properties. Ads can be personalized based on your inferred interests. These inferences are drawn from your previous interactions with properties that were associated with the same identifiers for your browser or device (for example cookies or device advertising IDs), or other information provided by publishers, advertising partners or advertisers (for example publisher-provided identifiers and signals).

We process data to determine the types of ads you see and determine the advertising partners which are eligible to receive data for ads personalization. The data collected and disclosed will depend on the permissions you give, such as in the consent banner that is presented to you when you visit the property and your ad settings.

When showing personalized ads, we will collect ad request data and disclose bid request data to our advertising partners, who use it to decide whether and how they might bid for the ad slot on the publisher’s property, including selecting a personalized ad. If one or more of our advertising partners decide to submit a bid for the relevant ad slot, Google processes this information to determine the winning bid and show the relevant ad on the publisher’s property.

Advertising partners may use the data they collect to create an ads profile about you and show you personalized ads. For example, if you visited a property and looked at red shoes, an advertising partner’s profile might record that you are interested in red trainers. If the advertising partner works on behalf of an advertiser that sells red trainers, they could then choose to serve you a personalized ad for red trainers when you visit another property.

Cookie matching and information accessed from application programming interfaces (APIs) supported by your device can be used to show you personalized ads.

• Data received by Google when a publisher requests ads (“ad request data”)
• Data disclosed to advertising partners in the bid request (“bid request data”)
• Data received from our advertising partners when they submit a bid for ad space
• Data received by Google when an ad is shown
• Data used for “cookie matching”

With your consent, which you have the right to withdraw at any time.

To measure the effectiveness of ads. We use data for analytics and measurement to understand how the display advertising tools are used. For example, we measure the performance of ads placed via the display advertising tools, including by analysing the performance of different types of ad formats. This includes collecting and analysing metrics such as viewability (whether an ad displayed on a page is visible to you), click through rates (how often people click on an ad) or conversions (for example whether you bought the product or service being advertised). These metrics can help publishers, advertisers and advertising partners understand how ads are performing. These metrics help advertisers, advertising partners and publishers improve campaign performance using automated and manual optimizations. They are also used for billing and payment purposes.

To do this, we:

• we collect, store, aggregate, analyze and combine data, and may disclose data to our advertising partners, for this purpose.

We collect identifiers from your device and share them with publishers to help them understand the effectiveness of the ads they show on their properties. This allows publishers to more effectively analyze and optimize the performance of their ad slots.

Cookie matching and information accessed from application programming interfaces (APIs) supported by your device can be used to measure the effectiveness of ads.

• Data received by Google when a publisher requests ads (“ad request data”)
• Data disclosed to advertising partners in the bid request (“bid request data”)
• Data received from our advertising partners when they submit a bid for ad space
• Data received by Google when an ad is shown
• Data used for “cookie matching”

The legal ground will depend on the property you are visiting, but will be one of the following:

• Where necessary for the legitimate interests of Google, publishers, advertisers and/or our advertising partners in order to understand how people use the display advertising tools, and to ensure and improve the performance of the display advertising tools.
• With your consent, which you have the right to withdraw at any time.

Provide, maintain and improve the display advertising tools for publishers, advertising partners and advertisers, and understand how the display advertising tools are being used. We use data to make sure our display advertising tools are working properly and to provide services that meet the needs of publishers, advertisers and advertising partners that use these tools.

For example:

• we provide publishers and advertising partners with reporting and forecasting tools and API integrations that disclose aggregated and non-aggregated data to:
  • help them understand how requests and ads are performing, and to troubleshoot potential issues,
  • allow them to estimate the volume of ad impression opportunities that may become available in future, and to optimize bidding integrations.
• depending on publisher settings in the display advertising tools, we disclose event-level data to publishers. “Event-level” data is non-aggregated ad request data and data received when an ad is shown on a publisher’s property. Publishers only receive event-level data that relates to the requests from their properties and ads that are shown on their properties. Event-level data allows publishers to more effectively analyze and optimize the performance of their ad slots.
• we utilize data obtained when an ad is displayed to invoice our advertising partners and remit payments to our publishers.
• we collect a sample of bid request data, and share it with advertising partners to enable them to debug and troubleshoot issues that may arise in the display advertising tools.

To do this:

• we collect, store, aggregate, combine and analyze data (including by using automated and manual techniques).
• we disclose information to publishers and our advertising partners for this purpose (including event-level data to publishers). We apply appropriate safeguards that protect your privacy, such as by redacting identifiers (depending on user privacy settings or jurisdiction) and using encryption techniques.

Cookie matching can be used to improve the display advertising tools for publishers, advertising partners and advertisers.

• Data received by Google when a publisher requests ads (“ad request data”)
• Data disclosed to advertising partners in the bid request (“bid request data”)
• Data received from our advertising partners when they submit a bid for ad space
• Data received by Google when an ad is shown
• Data disclosed by Google to publishers about ad transactions
• Data disclosed to advertising partners regarding auction outcome
• Data used for “cookie matching”

The legal ground will depend on the property you are visiting, but will be one of the following:

• Where necessary for the legitimate interests of Google, publishers, advertisers and our advertising partners in:
  • Providing, maintaining and improving the display advertising tools to meet the needs of publishers, advertisers and our advertising partners;
  • Performing research that improves the display advertising tools, and benefits the public; and
  • Fulfilling our obligations to publishers, advertisers and advertising partners.
• With your consent, which you have the right to withdraw at any time.

Develop new services and features. We process data to develop new features that are useful for publishers, advertisers and advertising partners.

For example:

• we analyze and conduct experiments using the data we receive when an ad is shown, such as by testing new ad formats or controls, based on how our advertising partners use the display advertising tools or based on technical issues that our advertising partners experience with the display advertising tools. Using this data, we can analyze which ad formats are in higher demand or are causing technical issues and develop new features for publishers and advertising partners (such as new ad formats or new controls available to publishers or advertising partners) as a result.

To do this, we:

• collect, store, combine, aggregate and analyze data (including by using automated and manual techniques)
• use this data to develop new services and features

Cookie matching can be used to develop new services and features.

• Data received by Google when a publisher requests ads (“ad request data”)
• Data disclosed to advertising partners in the bid request (“bid request data”)
• Data received from our advertising partners when they submit a bid for ad space
• Data received by Google when an ad is shown
• Data used for “cookie matching”

The legal ground will depend on the property you are visiting, but will be one of the following:

• Where necessary for the legitimate interests of Google, publishers, advertisers and advertising partners in developing new products and features that are useful for publishers, advertisers and advertising partners.
• With your consent, which you can withdraw at any time.

Customize the display advertising tools, including by providing recommendations to publishers, advertisers and advertising partners. We process data to customize certain features in the display advertising tools that publishers, advertisers and advertisers partners use.

For example:

• to optimize the kinds of ad slot bid requests sent to advertising partners, we analyze data received when ads are shown and use it to build customized features.
• we provide publishers with customized insights and recommendations on how to optimize ad performance based on our analysis of data received when ads are shown.

To do this, we:

• collect, store, aggregate, combine and analyze data (including using manual and automated techniques).
• use this data to train machine learning models that allow us to customize features in the display advertising tools for publishers, advertisers and advertising partners.

• Data received by Google when a publisher requests ads (“ad request data”)
• Data disclosed to advertising partners in the bid request (“bid request data”)
• Data received from our advertising partners when they submit a bid for ad space
• Data received by Google when an ad is shown

Where necessary for Google’s, publishers’, advertisers’ and advertising partners’ legitimate interests in customizing the display advertising tools to provide publishers, advertisers and advertising partners with a better experience.

Communicate with publishers, advertising partners, advertisers and the public. We use the data we process in providing the display advertising tools to inform marketing campaigns aimed at publishers, advertisers and advertising partners, and to inform communication strategies about upcoming product changes.

For example:

• we use the data we receive when an ad is shown to inform our advertising partners about the volumes of available ad slots on publishers’ properties.
• we use this data to inform publishers about how they can optimize revenue from using the display advertising tools.

To do this, we:

• collect, store, aggregate, combine and analyze data (including by automated and manual techniques).

• Data received by Google when a publisher requests ads (“ad request data”)
• Data disclosed to advertising partners in the bid request (“bid request data”)
• Data received from our advertising partners when they submit a bid for ad space
• Data received by Google when an ad is shown

Where necessary for our legitimate interests in marketing to inform publishers, advertisers and advertising partners about our services.

Protect Google, our users and the public. We use data to improve the safety and reliability of the display advertising tools. This includes detecting, preventing and responding to fraud, abuse, security risks, and technical issues that could harm Google, our users, or the public.

For example:

• we collect and analyze IP addresses, cookies and other information to protect against abuse that may occur on the display advertising tools. This abuse takes many forms, such as bots stealing money from advertisers by fraudulently clicking on ads.
• we use data to detect, prevent or otherwise address non-compliance with Google’s policies and/or applicable law. This includes helping us detect and address issues such as spam, malware, and illegal content.

To do this, we:

• collect, store and analyze data (including using manual and automated techniques), such as malware scanning.
• disclose data to advertising partners who protect against fraud and abuse, with government authorities and with our external advisers (such as external legal counsel).

Cookie matching can be used to detect, prevent and respond to ad fraud. For example, to detect invalid traffic.

• Data received by Google when a publisher requests ads (“ad request data”)
• Data disclosed to advertising partners in the bid request (“bid request data”)
• Data received from our advertising partners when they submit a bid for ad space
• Data received by Google when an ad is shown
• Data used for “cookie matching”

The legal ground will be one of the following:

• Where necessary for the legitimate interests of Google, publishers, advertisers and our advertising partners, and the public in:
  • Detecting, preventing or otherwise addressing fraud, abuse, security or technical issues with our services.
  • Protecting against harm to the rights, property or safety of Google, our users, or the public as required or permitted by law, including disclosing information to government authorities.
  • Enforcing legal claims, including investigation of potential violations of applicable Terms of Service.
• When we have a legal obligation to do so.