Purposes of processing based on user consent and legitimate interests of Performax.cz, s.r.o.

Overview of purposes

Purpose	Legal basis
Purpose 1 - Store and/or access information on a device	Consent
Purpose 2 - Use limited data to select advertising	Legitimate Interests
Purpose 3 - Create profiles for personalised advertising	Consent
Purpose 4 - Use profiles to select personalised advertising	Consent
Purpose 7 - Measure advertising performance	Legitimate Interests
Purpose 9 - Understand audiences through statistics or combinations of data from different sources	Legitimate Interests
Purpose 10 - Develop and improve services	Legitimate Interests

Purpose 1 - Store and/or access information on a device

User-friendly text:

Cookies, device or similar online identifiers (e.g. login-based identifiers, randomly assigned identifiers, network based identifiers) together with other information (e.g. browser type and information, language, screen size, supported technologies etc.) can be stored or read on your device to recognise it each time it connects to an app or to a website, for one or several of the purposes presented here.

Lawful Base:

Consent

Purpose 2 - Use limited data to select advertising

User-friendly text:

Advertising presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type or which content you are (or have been) interacting with (for example, to limit the number of times an ad is presented to you).

Lawful Base: 

Legitimate Interests

For what purpose do we use this legitimate interest:

Performax.cz, s.r.o. operates an advertising system that delivers advertising formats with advertising messages to web and mobile apps of its partners. 

For example, a partner may wish to display their advertising format to all users of its websites, but at the same time doesn’t want to show the ad too often.

Or an advertiser may want to reach as wide a spectrum of users as possible, but not to show the same ad to the same user too often.

We also need to know the type of device, because some advertising formats are intended only for mobile and some only for desktop devices.

Purpose 3 - Create profiles for personalised advertising

User-friendly text:

Information about your activity on this service (such as forms you submit, content you look at) can be stored and combined with other information about you (for example, information from your previous activity on this service and other websites or apps) or similar users. This is then used to build or improve a profile about you (that might include possible interests and personal aspects). Your profile can be used (also later) to present advertising that appears more relevant based on your possible interests by this and other entities.

Lawful Base: 

Consent

Purpose 4 - Use profiles to select personalised advertising

User-friendly text:

Advertising presented to you on this service can be based on your advertising profiles, which can reflect your activity on this service or other websites or apps (like the forms you submit, content you look at), possible interests and personal aspects.

Lawful Base: 

Consent

Purpose 7 - Measure advertising performance

User-friendly text:

Information regarding which advertising is presented to you and how you interact with it can be used to determine how well an advert has worked for you or other users and whether the goals of the advertising were reached. For instance, whether you saw an ad, whether you clicked on it, whether it led you to buy a product or visit a website, etc. This is very helpful to understand the relevance of advertising campaigns.

Lawful Base: 

Legitimate Interests

For what purpose do we use this legitimate interest:

Performax.cz, s.r.o. operates an advertising system that delivers advertising formats with advertising messages to web and mobile apps of its partners. 

If the partner wants to display a new advertising format on their website in order to expand advertising space, the output of the measurement includes the number of views of the ad format, its visibility, how many times it was clicked and how often it was closed by users.

If an advertiser wants to reach the widest possible spectrum of users, the output with information on the number of views of and clicks on the advertising message helps measure the effectiveness of the advertising campaign.

Purpose 9 - Understand audiences through statistics or combinations of data from different sources

User-friendly text:

Reports can be generated based on the combination of data sets (like user profiles, statistics, market research, analytics data) regarding your interactions and those of other users with advertising or (non-advertising) content to identify common characteristics (for instance, to determine which target audiences are more receptive to an ad campaign or to certain contents).

Lawful Base: 

Legitimate Interests

For what purpose do we use this legitimate interest:

The partner, who owns a content website, wants to display a new advertising format on their website in order to expand advertising space. They need to decide whether to show this format on mobile or desktop devices. Thanks to statistical data from the test, we can tell them that on mobile devices, the format was seen by 40% more users than on desktops, and that the format’s performance on mobile is 80% higher than on desktop.

If the advertiser orders a campaign for a new product with the aim to target as many users as possible, they will want to know how many users were reached and clicked the ads after the campaign ends. Thanks to statistical data, we can tell them that 60% of users saw the ad on desktop devices, and 30% clicked on it.

Purpose 10 - Develop and improve services

User-friendly text

Information about your activity on this service, such as your interaction with ads or content, can be very helpful to improve products and services and to build new products and services based on user interactions, the type of audience, etc. This specific purpose does not include the development or improvement of user profiles and identifiers.

Lawful Base: 

Legitimate Interests

For what purpose do we use this legitimate interest:

When we serve ads, we can use technical information coming from the user’s device, such as screen size or orientation. This information is used to adjust the size of the ad in order to improve user experience.