We understand that some people have more understanding of the phrase “behavioural advertising” than others. This website has been put together in the hope that it will be understandable to people at all levels.

Put simply, behavioural advertising is a practice that is based on internet browsing activity and allows brands to deliver adverts to web users which reflect their interests. It’s safe, transparent, and designed to empower you, the consumer.

This website will provide you with a full explanation of your online choices as well as allowing you to opt out of behavioural advertising.

What is online behavioural advertising?

Online behavioural advertising (also known as interest-based advertising) is a way of serving advertisements on the websites you visit and making them more relevant to you and your interests. Shared interests are grouped together based upon previous web browsing activity and web users are then served advertising which matches their shared interests. In this way, advertising can be made as relevant and useful as possible.

How does it work?

Imagine you are planning a holiday to Rome. You visit a website’s section on Rome and view a few articles about places to stay and visit. On a future visit online, while reading an article about your favourite football team, you see an advertisement for a 2-for-1 dinner in Rome or an offer for discounted car hire in Rome. You receive these specially tailored adverts because you, and other people like you, have shown an interest in Rome. This can enhance your web experience by making the most of the technology only available on the internet – helping reduce the number of ads that aren’t of interest to you.

what is behavioural advertising

This form of targeted advertising is based on someone’s past browsing activity which is why it is commonly referred to as online behavioural advertising. As it is based on past browsing activity, online behavioural advertising differs from other forms of online advertising such as contextual advertising. Contextual advertising is based on the web page you are looking at, at that particular moment.

How is my privacy protected?

All providers of behavioural advertising have to comply with applicable Irish laws. In most cases, the information used for targeting adverts is not personal, in that it does not identify you – the user – in the real world. Data about your browsing activity is collected and analysed anonymously. If this analysis infers a particular interest, a cookie – a small file used by most websites to store useful bits of information to make your use of the internet better – is placed in your computer and this cookie (not your browsing data) determines what advertising you receive. Where personally identifiable information (like registration data) is used, you will have been told about it in the website’s privacy policy when you registered for a particular service. You always have a choice as to whether to benefit from more relevant advertising or not and where personally identifiable information is used, you will have given your consent.

You can control which cookies you accept or refuse. The company collecting and using the data will also have a way for you to decline behavioural advertising. Click here to opt out of behavioural advertising.

What if I have other questions? Some useful links:

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