Adtech and programmatic advertising—data use

The following TMT practice note provides comprehensive and up to date legal information covering:

  • Adtech and programmatic advertising—data use
  • Quick view
  • Data used in programmatic advertising
  • Where does user data come from?
  • User data collection, processing and sharing
  • Segment labelling
  • Bid request information
  • User identification
  • The decline of third-party cookies
  • What are the alternatives to third-party cookies?
  • More...

Adtech and programmatic advertising—data use

This Practice Note considers the data flows that power programmatic advertising. It considers data sources (including first-party, second-party and third-party), bid request information, user identification (including third-party cookies and their alternatives) and targeting criteria.

See also Practice Notes:

  1. Adtech and programmatic advertising—introduction

  2. Adtech and programmatic advertising—legal issues

  3. Adtech and programmatic advertising—tracker

  4. Adtech and programmatic advertising—glossary

Quick view

The table below provides an overview of the topics considered in this Practice Note, with links to the relevant section where more detailed information can be found.

Data used in programmatic advertisingData used in programmatic advertising can be categorised into user data, contextual data and analytics data. User data can come from a variety of sources, which can be categorised into first-party, second-party and third-party. This section considers the different types of data and sources.
User data collection, processing and sharingThe data flows in programmatic advertising are complex. Data is collected directly from users by publishers and advertisers on their own websites and via other direct interactions. In addition, third parties (eg adtech vendors) collect user data from publisher and advertiser websites and also receive user data in bid requests. This section considers the various data flows in the programmatic advertising supply chain and explains the process of creating audience segments from user profiles.
Bid request informationA bid request contains several data

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