Ad-delivery techniques
Ad-delivery techniques are automated methods used to optimise when, where, and to whom political advertisements are shown online. These techniques process personal data—such as browsing behaviour, location, or inferred interests—to increase an ad's reach, visibility, or engagement. Unlike targeting, which selects specific audiences, ad-delivery focuses on optimising distribution once an ad campaign is running.
Legal Basis
"'ad-delivery techniques' means techniques used to optimise the delivery, including the circulation, reach or visibility, of political advertising by the automated processing of personal data;"
— Article 2(8), Regulation (EU) 2024/900
Why It Matters
Ad-delivery techniques affect how political messages reach voters during elections and referendums. Platforms and publishers use algorithms to decide which users see an ad, how often, and in what context. Because these techniques rely on personal data processing, they raise concerns about transparency, fairness, and the potential for manipulation in democratic processes.
Under the Transparency and Targeting of Political Advertising Regulation (TTPA), providers of political advertising services must disclose when ad-delivery techniques are used and explain the main parameters involved. This helps voters understand why they are seeing certain political content and whether their personal data is being used to influence them. For sponsors and publishers, compliance means documenting how algorithms distribute political ads and ensuring those methods meet EU data protection standards.
The regulation applies these rules only to online political advertising. Offline ads—such as billboards or print media—are not subject to ad-delivery technique restrictions, though general transparency obligations still apply.
Key Points
- Automated optimisation: Ad-delivery techniques use algorithms to maximise an ad's performance without manual intervention for each impression.
- Personal data processing: These techniques analyse user data (location, behaviour, device type) to decide which individuals see the ad and when.
- Online only: Ad-delivery technique rules apply exclusively to digital platforms; traditional media are exempt from these provisions.
- Disclosure required: Publishers must inform users when ad-delivery techniques are used and provide clear information about how personal data influences ad distribution.
- GDPR overlap: All personal data processing for ad-delivery must comply with the General Data Protection Regulation, including lawful basis and data subject rights.
- Different from targeting: Targeting selects audiences; ad-delivery optimises distribution to those audiences using machine learning and real-time bidding.
Ad-delivery techniques vs. Targeting techniques
Targeting techniques select specific audiences based on personal data (e.g., showing an ad only to voters aged 25–34 in Berlin). Ad-delivery techniques optimise how an ad reaches that audience (e.g., showing it more frequently to users who engage with similar content or at times when they are most active online).
| Aspect | Targeting techniques | Ad-delivery techniques |
|---|---|---|
| Purpose | Select audience segments | Optimise distribution and reach |
| Timing | Before campaign launch | During campaign execution |
| Focus | Who sees the ad | When, where, and how often they see it |
| Regulation | Strict limits under TTPA Article 12 | Disclosure and transparency required |
Both techniques process personal data and must comply with GDPR. The TTPA imposes stricter conditions on targeting, while ad-delivery techniques require clear disclosure to voters.