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Personalized Ads
Content overview
Overview
Petal Ads supports personalized and non-personalized ads.
- Personalized ads are behavioral ads or interest-based ads (IBA). They are displayed based on user behavior across apps or services over a specific period of time. Such ads include but are not limited to ads launched based on the demographic characteristics or interests of the audience, those for re-marketing purposes, or those based on a target audience list.
- Non-personalized ads are launched based on contextual information or background information instead of users' behavior. For example, such ads may be based on the contextual information of a device or content or an approximate geographical location. Non-personalized ads cannot target audiences based on their demographic characteristics or interests, be used for re-marketing purposes, or be delivered based on a target audience list.
For Petal Ads, personalized advertising plays an important role in improving relevance for users and increasing ROI for advertisers. It targets users based on user data and shows more relevant ads to users, so it can provide a better experience for both users and advertisers.
When advertisers provide more relevant ads based on user behavior or interests, it is important to handle user information properly. If certain interests are sensitive, ad targeting based on them may negatively impact user experience.
With this in mind and based on the sensitivities associated with ad targeting, we formulate policies for all personalized ad targeting features. These policies will not replace our other advertising policies (for example, Ad Agreements). Advertisers must comply with all applicable advertising policies, in addition to personalized advertising policies. Advertisers also need to comply with our Petal Ads Policies.
Personalized Advertising Policies
- Principles
Personalized advertising policies vary depending on the targeting features used. For all targeting features, there are two components:
- Target users: user groups you have chosen to see your ads, including all aspects involved when you are creating or selecting these groups.
- Ad assets: content you want to display to users.
Depending on whether the targeting feature is an audience selected by an advertiser or an audience provided by Petal Ads, sensitive interest categories of personalized advertising may or may not apply in promoting products and services.
- For all personalized ad targeting features, targeting users based on sensitive interest categories is not allowed.
- For an audience specified, selected, or uploaded by an advertiser, the advertiser is not allowed to promote products or services from sensitive interest categories.
- For an audience created or provided by Petal Ads, advertisers are not allowed to promote products or services from sensitive interest categories.
Learn more about Sensitive Interest Categories.
- Impact
If products and services to promote belong to sensitive interest categories, advertisers are unable to use personalized ad targeting features. The following table describes a non-exhaustive list of targeting features and how personalized advertising policies apply.
Target Audiences
Targeting Features
Audience selected by an advertiser, for which the advertiser is not allowed to promote products and services from sensitive interest categories.
- Remarketing
- Audience created by advertiser customer list
- Audience created by advertiser app data
- Audience created by advertiser ad data
- Lookalike
Audience provided by Petal Ads, for which advertisers are not allowed to promote products or services from sensitive interest categories.
- Categorized audience based on geographical locations where users have been located
- Categorized audience whose users share the same characteristics
- Categorized audience whose users share the same interests
- Categorized audience whose users are at a certain stage of life
- Remarketing
Restrictions on Sensitive Interest Categories
- Overview
In personalized ads, you are restricted to collect the data of audiences belong to sensitive interest categories or to use sensitive interest categories to target users. We define sensitive interest categories in terms of the following principles:
- Legal restrictions: Ads must comply with laws and regulations.
- Personal dilemma: Ads should not target users by exploiting their difficulties or struggles.
- Personal identities and beliefs: Ads should not target users based on information prone to discrimination, unfairness, and stigmas.
- Legal restrictions
Ads must comply with all applicable policies as well as laws and regulations of the locations where ads are delivered. You are responsible for ensuring that your ads comply with policies as well as laws and regulations as required. The following table lists specific examples of what we do not allow.
Category
Description
Users under 13 years old
- Collecting personal information from children under the age of 13 (or the applicable age in their countries/regions).
- Targeting interest-based ads to children under the age of 13 (or the applicable age in their countries/regions).
Medicine-related content
- Recruitment of participants for clinical trials.
- Medicines that are restricted or prohibited by local laws and regulations.
Alcoholic beverages
Alcoholic beverages and drinks similar to alcoholic beverages.
Gambling
- Online and offline gambling.
- Online gambling-related information.
- Online non-casino games played for money or prizes.
- Online casino games.
- Money exchanges.
- Physical casinos that explicitly promote gambling.
- Personal dilemma
We understand that users do not want to see ads that exploit their personal struggles, difficulties, and hardships, so we do not allow personalized advertising based on these situations. These hardships include health conditions, treatments, surgeries, personal failures, struggles, or personal traumatic experiences. In addition, you are not allowed to make negative comments on users. You are responsible for ensuring that your ads comply with all applicable policies as required. The following table lists specific examples of what we do not allow.
Category
Description
Health
- Physical or mental health conditions, including diseases, sexual health conditions, and chronic health conditions (which require long-term care or management).
- Products, services, or surgeries to treat or manage chronic health conditions, which include over-the-counter medicines and medical devices.
- Any health issues associated with intimate body parts or functions, which include genital, anorectal, or urinary health issues.
- Invasive medical surgeries, including cosmetic surgery.
- Disabilities.
Negative financial status
Personal financial distress, difficulties, or bankruptcy.
Relationship hardships
Hardships in relationships with family, friends, or other interpersonal relationships.
Crime commission
Personal criminal records, crimes committed, criminal allegations, or criminal charges.
Abuse and trauma
Personal status as a victim of abuse, crime, or other traumatic events.
Negative comments
Imposing negativity on users or using a negative perspective or bias to promote any content category.
- Personal identities and beliefs
We believe that identity and belief systems are deeply personal and complex. They are derived from a variety of cultural norms, geography, history, and personal life experiences. We do not allow targeting users based on their identities or beliefs. You are responsible for ensuring that your ads comply with all applicable policies as required. The following table lists specific examples of what we do not allow.
Category
Description
Sexual orientation
Sexual orientation, including lesbian, gay, bisexual, questioning, or heterosexual orientation.
Trade union membership
Trade unions and ads that imply knowledge of a user's trade union membership.
Religious belief
Personal religious beliefs, for example, places of worship, religious guidance, religious education or universities, and religious products.
Race and ethnicity
Personal race or ethnicity, including but not limited to: racially or ethnically oriented publications, racially or ethnically oriented universities, racial or ethnic dating.
Marginalized groups
Membership in a marginalized or vulnerable social group, such as social castes, immigrants, or refugees.
Transgender identification
Personal identification with a gender different from the gender assigned at birth, or a gender which does not conform to singular male or female identification. Example: information about gender transitioning and transgender discrimination.
Personalized Ad Data Collection and Use Policies
- Cases not allowed in data collection and use
We will protect and properly process users' personal information as they wish. Therefore, our advertisers should not abuse the information, or collect such information without a clear purpose, proper disclosure, or proper security measures. The following table lists specific examples of what we do not allow.
Case
Description
Inadequate data security
Fail to take appropriate security measures for the types of information collected in accordance with relevant industry standards.
Abuse of personal information
- Use personal information without users' consent.
- Deliver ads that directly address a user using their personal information.
- Deliver ads that imply knowledge of a user's personal information.
- Deliver ads that collect or contain personal identity information, including the name, mobile number, email address, and address.
Remarketing list that targets less than 5000 users
Use the remarketing list and other targeting conditions (such as geographical location or other categorized audiences), which may narrow down the target audience size.
- About remarketing
By using the remarketing or lookalike feature of Petal Ads, you can target users who have visited your website or used your app, and display appropriate ads to the users. You should inform the users that you will collect their information during this process.
- For users: Users can choose to disable the personalized ad function on their Huawei devices if they do not want to see personalized ads.
- For advertisers: Without your consent, Petal Ads will not allow other advertisers to use your remarketing list or similar audience list.
- Information contained in the privacy policy for remarketing
When using the remarketing or lookalike feature on your website or app, you need to contain the following information in the privacy policy:
- Description about how to use the remarketing or lookalike feature in online advertising.
- Information about how third-party providers (including Petal Ads) display your ads on websites or apps.
- Information about how third-party providers (including Petal Ads) use cookies and/or OAIDs to deliver ads based on users' visits to your website or usage of your app.
- Information meaning that users can disable the personalized ad function on their Huawei devices to stop Petal Ads from using cookies and/or OAIDs for personalized ad delivery.
How to Comply with Policies
- Understand our policies.
Please read Restrictions on Sensitive Interest Categories carefully. Ensure that your ads, websites, or apps comply with the personalized advertising policies. Be aware that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
If you cannot resolve these violations in a timely manner, remove your ads to prevent your account from being paused.
- Remove non-compliant content from your ad.
Remove all the content we do not allow from your ad. Then, you will need to request a review before proceeding to the next step.
After you modify your ad and submit a delivery application, the application will be sent for us to review. Most ads will be reviewed within one working day, but some may take longer if they need a more complex review.
- Remove sensitive interest categories for targeting audiences.
After we review your ad displayed on the website or app, the target audiences will take effect. Ensure that your ad using these audiences complies with the personalized advertising policies. If the ad does not comply with the personalized advertising policies, remove the audiences targeted using sensitive interest categories.
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