A selection of OBA processing purposes
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WebsiteSSPAd ExchangeDSPDMPAdvertiserFraud verificationAd serverAnalytics
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To inform the agents of prospective advertisers that you are on visiting the web site, so that the website can solicit bids for the opportunity to show an ad to you.ControllerProcessorProcessor
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To combine your browsing habits with data they already have collected about you (and infer further insights about you) so that they can select relevant ads for you.

These ads may be for products you have shown interest in previously.

 This profile may include your income bracket, age and gender, habits, social media influence, ethnicity, sexual orientation, religion, political leaning, etc.ControllerControllerControllerControllerController
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To use your browsing habits to build or improve a profile about you, in order to sell these data to partners for online marketing, credit scoring, insurance companies, background checking services, and law enforcement.

This profile may include your income bracket, age and gender, habits, social media influence, ethnicity, sexual orientation, religion, political leaning, etc.ControllerController
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To identify whether you are the kind of person that its advertising clients want to show ads to.ProcessorControllerController
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To combine your browsing habits with data they already have collected about you (and infer further insights about you), to personalize the service or product that it offers you.

This may include determining whether to offer you discounts.

This profile may include your income bracket, age and gender, habits, social media influence, ethnicity, sexual orientation, religion, political leaning, etc.Controller
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To monitor your behavior on websites in order to determine if you have viewed or interacted with an ad.ControllerControllerProcessor
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To determine whether you have purchased one of its products or services following your viewing of or interaction with an ad that it has paid for.Controller
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To combine your browsing habits with data they already have collected about you (and infer further insights about you), to verify that you are human rather than a “bot” attempting to defraud advertisers.

This profile may include your income bracket, age and gender, habits, social media influence, ethnicity, sexual orientation, religion, political leaning, etc.Controller
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To record the number of times you have viewed each ad, to prevent a single ad being shown to you too frequently.Controller
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To combine your browsing habits with data they already have collected about you (and infer further insights about you), to understand how you and people similar to you browse the web.

This profile may include your income bracket, age and gender, habits, social media influence, ethnicity, sexual orientation, religion, political leaning, etc.Controller
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Notes: see https://pagefair.com/blog/2018/granular-gdpr-consent/
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