Amendment 419· Digital Omnibus proposal Recital 43r (new)

(43r)Strictly limited contextual advertising, frequency capping, and audience measurement should not be based on any type of profiling, nor involve any retention or link with the user’s past or future activity, any combining with other personal data about the individual, nor linkability of identifiers to other personal data about the individual. Personal data and metadata regarding the data subject should be deleted immediately after any strictly necessary measurement of the advertisement’s display or performance has occurred and in any case after the browsing session is closed. Cookies used for contextual advertising should be exclusively temporary, transient, non-persistent cookies that are immediately deleted after the browsing session, or any equivalent technology technically designed to expire automatically.