EU Council Proposes Six Cookie Purposes Exempt from Consent Requirements
· 3h ago · Originally reported by PPC Land
The EU Council has outlined six specific purposes for using cookies that would not require user consent. Contextual ad measurement is included, but only if it does not involve profiling or data from previous visits. This creates a strict standard for publishers and ad tech companies regarding what constitutes performance measurement.
Why it matters
This matters because it could significantly limit how publishers and ad tech vendors collect and use data for advertising and measurement in Europe, impacting compliance strategies and digital ad effectiveness.
Explain it like I’m new here
It's like only being allowed to check how many people visit your lemonade stand, but not being allowed to remember who they are or what they bought before.
Terms in this story
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
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