Amendment 416· Digital Omnibus proposal Recital 43o (new)

(43o)To incentivise the uptake, effectiveness and attractiveness of strictly limited contextual advertising, certain additional practices should also be exempt from the consent requirement, including frequency capping, defence against ad fraud, and measurement and attribution. Exemptions for these practices should be defined narrowly, and should be conducted by the online service itself, or by a trusted third party acting exclusively on its behalf. For frequency capping, for example, the online service being accessed by the user may process no more than a counter, without any unique identifier, for the sole purpose of limiting a user’s exposure to a particular advertisement.