Consent for non-personalized ads is still required, even though they do not use personal information to target ads to individual users. The reason for this is that non-personalized ads still rely on cookies or mobile identifiers for other important purposes.
One of the main reasons for requiring consent is to combat fraud and abuse. Cookies and mobile identifiers are used to track and analyze user behavior, helping to identify and prevent fraudulent activities such as click fraud or bot traffic. By obtaining consent for the use of these identifiers, advertisers can better protect their businesses and ensure that their ads are being shown to real, engaged users.
Frequency capping is another important aspect that requires the use of cookies or mobile identifiers. This refers to the practice of limiting the number of times a user sees a particular ad within a certain time period. Without the use of cookies or mobile identifiers, it would be difficult to determine how many times a user has already been shown an ad, potentially leading to overexposure or annoyance for the user. By obtaining consent for the use of these identifiers, advertisers can ensure that their ads are being shown in a controlled and effective manner.
Additionally, aggregated ad reporting also relies on cookies or mobile identifiers. Advertisers need to gather data on how their ads are performing in order to make informed decisions and optimize their campaigns. This includes metrics such as impressions, clicks, and conversions. Cookies and mobile identifiers play a crucial role in collecting and analyzing this data. By obtaining consent, advertisers can continue to gather this information and gain valuable insights into the effectiveness of their ads.
While non-personalized ads do not use personal information to target ads to individual users, consent for cookies or mobile identifiers is still required. This is because these identifiers are used for other important purposes such as combating fraud and abuse, frequency capping, and aggregated ad reporting. By obtaining consent, advertisers can ensure the integrity and effectiveness of their ad campaigns while still respecting user privacy.