Users who have opted out of sharing personal data with third parties will still see adverts. They need a way of understanding that their choice has been respected. This moment shows a contextual display advert with information about how and why it was served.

Implications of this moment

Experience layer

This example shows a contextual display advert with information about how and why it was served. An icon/hover state provides an indication of contextual advertising that doesn’t use tracking.

Clicking this icon provides additional information, much like the current behaviour of display adverts.

The information here illustrates that no tracking or use of personal data has taken place to serve the ad. Information about to raise a dispute about how the ad was served is included.

Technology and data layer

The publisher needs to check the user’s data sharing preferences between requesting the appropriate type of advert. Proof about the type of advert is then added before the advert is served to the user.

Policy layer

This moment needs to meet legal requirements, such as those in the EU’s Digital Services Act (DSA), to provide transparency about how data is used and adverts are served.

It can be used to get ahead of the direction of travel of legislation by increasing user understanding of different types of advertising to support more informed decision making in the future.

Policy teams should validate advertising products that are used if no user preferences are found to ensure that they do not share or use personal data.

Organisation layer

This moment is a large shift in the way adverts are communicated to people. It may require the collaboration and coordination of advertisers, publishers and intermediaries.

To be meaningful to users and receive the benefits for the implementing organisation(s) it needs to be well communicated and explained. This can be accomplished by accompanying marketing and communications activities. These should explain the organisation's values and explain why and how they care about user data.