Targeted Advertising
Definition
Displaying advertisements to a consumer based on personal data obtained from their activities across different websites, apps, or online services. This does not include first-party advertising (ads based on activities within the business's own site), contextual advertising, or advertising based on a consumer's request.
Legal Definition
Under the VCDPA (Va. Code 59.1-575): "displaying advertisements to a consumer where the advertisement is selected based on personal data obtained from that consumer's activities over time and across nonaffiliated websites or online applications to predict such consumer's preferences or interests." Similar definitions appear in CO, CT, and other state laws.
State Laws Using This Term
Practical Example
A user browses running shoes on one website, then sees ads for running shoes on a completely different website. This cross-site tracking and ad targeting qualifies as targeted advertising under state privacy laws.
Related Terms
Frequently Asked Questions
Can consumers opt out of targeted advertising?
Yes. All comprehensive state privacy laws give consumers the right to opt out of targeted advertising. Businesses must provide a clear mechanism for consumers to exercise this right.
Is contextual advertising the same as targeted advertising?
No. Contextual advertising (showing ads based on the content of the page being viewed) is not considered targeted advertising. Only ads based on cross-site tracking of the consumer's behavior qualify.