Advertising privacy
Ad360 Legitimate Interests
Where Ad360 relies on legitimate interest, the assessment behind it, and where it relies on consent instead.
- Effective date
- June 4, 2026
- TCF Vendor ID
- IAB Europe TCF v2.2 · Vendor 1071
Overview
This page sets out the legitimate interests Ad360 relies on as a registered IAB Europe TCF v2.2 vendor (Vendor 1071), records the assessment behind them, and states clearly where Ad360 relies on consent instead. It is referenced from Ad360's vendor legitimate-interest declaration.
Where Ad360 relies on legitimate interest
Ad360 relies on legitimate interest for two purposes only:
- Purpose 2 — Use limited data to select advertising. Limited, non-profile data (such as coarse context and request attributes) used to select an advertisement, where the TC string establishes legitimate interest and no stronger restriction applies.
- Purpose 10 — Develop and improve services. Aggregated and operational analysis to maintain, debug, secure, and improve the platform, without using disallowed identifiers and without overriding stricter mode restrictions.
Where Ad360 relies on consent
All personalised-advertising processing relies on consent, not legitimate interest:
- Purpose 1 — Store and/or access information on a device.
- Purpose 3 — Create profiles for personalised advertising.
- Purpose 4 — Use profiles to select personalised advertising.
- Purpose 7 — Measure advertising performance (at user level).
- Purpose 9 — Understand audiences through statistics.
Why personalised advertising is not based on legitimate interest
Under TCF v2.2, legitimate interest is not an acceptable legal basis for the personalised-advertising and content-personalisation purposes (Purposes 3 to 6). Ad360 therefore does not, and cannot within the framework, justify profile creation or personalised ad selection through legitimate interest; those activities proceed only with consent.
Ad360 also processes Purpose 7 (measurement) and Purpose 9 (audience statistics) on consent, which is stricter than the framework requires.
Purpose test
The interests are specific and lawful: selecting relevant advertising from limited data so that inventory can be transacted efficiently (Purpose 2), and maintaining, securing, and improving the platform that clients rely on (Purpose 10). Both are real, bounded operational interests, not open-ended.
Necessity test
Each activity is limited to what its purpose requires. Purpose 2 uses limited, non-profile data and does not build or update a profile. Purpose 10 uses aggregated and operational data and excludes disallowed identifiers. Where a less-intrusive option achieves the purpose, it is used.
Balancing test
The processing is within a user's reasonable expectations for ad-funded services, operates on pseudonymous rather than directly identifying data, and is bounded by retention limits and the right to object. It does not extend to profile building or personalisation — which is precisely why those remain consent-based.
Safeguards
- Fail-closed defaults: absent or invalid signals suppress personal-data processing.
- Pseudonymous identifiers only, access-controlled and retention-limited.
- No reliance on Special Feature 2 (device fingerprinting).
- Deterministic enforcement through a single privacy decision at every processing stage.
- The right to object to legitimate-interest processing, honoured through the consent interface or privacy@ad360.media.
TCF purposes and special features referenced on this page
Plain-language explanations of the IAB Europe TCF v2.2 terms referenced above.
- Purpose 1 — Store and/or access information on a device
- Cookies or similar identifiers may be stored on, or read from, your device. IAB reference ↗
- Purpose 2 — Use limited data to select advertising
- Ads can be selected using limited, non-profile data such as the content you are viewing and basic request details. IAB reference ↗
- Purpose 3 — Create profiles for personalised advertising
- Information about you can be combined into a profile used to make advertising more relevant. IAB reference ↗
- Purpose 4 — Use profiles to select personalised advertising
- A profile built about you can be used to choose which ads you see. IAB reference ↗
- Purpose 5 — Create profiles to personalise content
- Building a profile to tailor non-advertising content. Not used by Ad360. IAB reference ↗
- Purpose 6 — Use profiles to select personalised content
- Using a profile to tailor non-advertising content. Not used by Ad360. IAB reference ↗
- Purpose 7 — Measure advertising performance
- Measuring whether and how ads were delivered and performed, at the level of an individual user. IAB reference ↗
- Purpose 9 — Understand audiences through statistics
- Producing aggregated statistics about audiences to understand reach and effectiveness. IAB reference ↗
- Purpose 10 — Develop and improve services
- Using data to maintain, secure, debug, and improve products and services. IAB reference ↗
- Special Feature 2 — Actively scan device characteristics for identification
- Identifying a device by actively scanning its characteristics (fingerprinting). Not used by Ad360. IAB reference ↗
Contact and related disclosures
To object to legitimate-interest processing or ask questions, contact privacy@ad360.media.