Targeting techniques
Targeting techniques are methods used to show a political advertisement only to specific people or groups, or to exclude certain people, based on the processing of personal data. This includes tailoring ad content or delivery to individuals based on their characteristics, interests, or online behavior.
Legal Basis
"For the purposes of this Regulation, the following definitions apply: [...] 'targeting techniques and ad-delivery techniques' means automated or semi-automated techniques that enable a publisher of political advertising to do any of the following:
(a) address a political advertisement to a particular person or set of persons or exclude them;
(b) tailor the content or delivery of a political advertisement to a particular person or set of persons;
(c) facilitate the circulation, reach or visibility of a political advertisement."— Article 2(6), Regulation (EU) 2024/900
Why It Matters
Targeting techniques in political advertising affect voters, political parties, campaign teams, influencers, and online platforms across the EU. When used for online political advertising, these techniques trigger strict rules under Chapter III of the TTPA Regulation, including limitations on which personal data may be used and requirements for explicit consent.
The regulation recognizes that while targeting can make campaigns more efficient, it also creates risks. Microtargeting and advanced profiling can manipulate voters, create filter bubbles, and undermine fair elections. Personal data revealing political opinions, health information, or other sensitive categories generally cannot be used for political ad targeting under GDPR and the TTPA.
Platforms, agencies, and sponsors must understand that targeting techniques are only permitted when specific legal bases exist—typically explicit consent from the individual. Complaints about misuse of personal data in political targeting should be directed to data protection authorities.
Key Points
- Targeting techniques include selecting who sees an ad, customizing ad content per person, and optimizing delivery to maximize reach among certain groups
- Chapter III restrictions apply only to online political advertising that uses personal data for targeting or ad delivery
- Sensitive data (political opinions, biometric data, health data, etc.) is generally prohibited for political ad targeting
- Explicit consent is usually required; legitimate interest or other legal bases are typically insufficient for political targeting
- Ad-delivery techniques (algorithmic optimization) are also covered when they process personal data to boost circulation or visibility
- Publishers and sponsors must be transparent about targeting: who is targeted, why, and on what basis
Targeting techniques vs. Ad-delivery techniques
While often used together, targeting techniques and ad-delivery techniques are distinct. Targeting techniques select or exclude specific individuals or groups before an ad is shown—deciding who will see it. Ad-delivery techniques optimize how and when the ad is delivered to maximize its reach, circulation, or visibility, often using automated systems.
In practice, both rely on processing personal data and both fall under the same TTPA rules for online political advertising. For example, targeting might select women aged 25–40 in Berlin, while ad-delivery techniques decide the optimal time of day to show the ad to those women. Both require compliance with Chapter III of Regulation 2024/900 and with data protection law.
| Aspect | Targeting techniques | Ad-delivery techniques |
|---|---|---|
| Purpose | Select or exclude specific audiences | Optimize circulation, reach, visibility |
| Example | Show ad only to voters in a region | Boost ad to users most likely to engage |
| Timing | Before ad placement | During/after ad placement |
| Regulation | Chapter III, Article 2(6)(a)(b) | Chapter III, Article 2(6)(c) |