What is Targeted Advertising in the Oregon Consumer Privacy Act (“OCPA”)?
Targeted advertising means advertising that is selected for display to a consumer on the basis of personal data obtained from the consumer’s activities over time and across one or more unaffiliated websites or online applications and is used to predict the consumer’s preferences or interests.
Targeted advertising does not include:
(A) Advertisements that are based on activities within a controller’s own websites or online applications;
(B) Advertisements based on the context of a consumer’s current search query, visit to a specific website or use of an online application;
(C) Advertisements that are directed to a consumer in response to the consumer’s request for information or feedback; or
(D) A processing of personal data solely for the purpose of measuring or reporting an advertisement’s frequency, performance or reach.
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