What is Targeted Advertising in the Montana Consumer Data Privacy Act (“MCDPA”)?
Targeted advertising means displaying advertisements to a consumer in which the advertisement is selected based on personal data obtained or inferred from that consumer's activities over time and across nonaffiliated internet websites or online applications to predict the consumer's preferences or interests.
The term does not include:
(i) advertisements based on activities within a controller's own internet websites or online applications;
(ii) advertisements based on the context of a consumer's current search query or visit to an internet website or online application;
(iii) advertisements directed to a consumer in response to the consumer's request for information or feedback; or
(iv) processing personal data solely to measure or report advertising frequency, performance, or reach.
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