Our approach to regulating online advertising - Call for views - Advertising purposes and capabilities - Information Commissioner's Office

Advertising purposes and capabilities

We are seeking your views on the minimum requirements for commercially viable online advertising models. This will support us in identifying whether there are circumstances in which storage and access of information for certain advertising purposes can pose a low risk to user privacy. 

1. Ad delivery and billing

What features within ad delivery and billing are the minimum requirements for a commercially viable advertising model, and why?

2. Ad fraud prevention and detection

What features within ad fraud prevention and detection are the minimum requirements for a commercially viable advertising model, and why?

3. Brand safety, brand suitability and brand compliance

What features within brand safety, brand suitability and brand compliance are the minimum requirements for a commercially viable advertising model, and why?

4. Frequency capping

What features within frequency capping are the minimum requirements for a commercially viable advertising model, and why?

5. Measurement and attribution

What features within measurement and attribution are the minimum requirements for a commercially viable advertising model, and why?

6. Targeting

For example, how an ad is targeted towards a user or a group of users.

What features within targeting are the minimum requirements for a commercially viable advertising model, and why?

7. How significant are the changes in ICO regulatory posture towards PECR regulation 6 consent requirements that would be required to enable delivery of a commercially viable advertising model?

Please explain your answer: