IAB Data Privacy and Consumer Consent Flashcards

What is contextual advertising's main privacy advantage?

Answer: It targets based on page content rather than personal user data, requiring no user tracking

Contextual advertising places ads based on the content of a page rather than individual user behavior, meaning it does not require collecting or processing personal data.

What is the 'right to erasure' under GDPR?

Answer: A user's right to request that their personal data be deleted by an organization

The right to erasure, also called 'the right to be forgotten,' allows individuals to request that an organization delete their personal data under certain conditions.

What does PII stand for in digital advertising?

Answer: Personally Identifiable Information

PII stands for Personally Identifiable Information, which refers to any data that can be used on its own or combined with other data to identify a specific individual.

What is second-party data?

Answer: First-party data that is shared directly between two trusted partners

Second-party data is another organization's first-party data that is shared directly with you through a partnership or data-sharing agreement, often retaining its quality and consent basis.

What does 'purpose limitation' mean in data privacy?

Answer: Requiring that personal data only be used for the specific purposes disclosed when it was collected

Purpose limitation is a GDPR principle that requires personal data to be collected for specific, explicit, and legitimate purposes and not further processed in incompatible ways.

What is an 'identity graph' in digital advertising?

Answer: A database that links multiple identifiers (devices, emails, cookies) to a single individual to create a unified view

An identity graph connects various identifiers—such as email addresses, device IDs, and cookies—to a single individual, enabling consistent targeting and measurement across channels and devices.