Recital 44f

Although the simple display of contextual advertising does not typically require access to or storing of information on a user or subscriber device, such advertising often relies on the possibility to measure the performance of advertising campaigns, such as capping cookies, advertising audience measurement cookies, or cookies to combat click fraud. Such measurement of the display and performance of advertising which is made solely on the basis of the immediate content displayed on the user’s interface may be lawful without the consent of the user provided it is not based on any type of profiling, in other words based on a user’s visit to a single web page or on a single search query, and provided it does not involve any data retention or link with the user's past or future activity.