iDNES and Partner Sites Offer Targeted Advertising with User Consent The Czech news portal iDNES.cz, along with its sister sites Lidovky.cz, Expres.cz and Antiyoutuber.cz, has clarified how it uses user data for advertising purposes. The policy, which applies to all four sites, explains that users who choose to give consent for targeted advertising will see both targeted and non‑targeted ads across the network. Targeting Mechanism Targeted ads are generated based on profiling of users’ online habits and interests. The data used for profiling is collected from users’ internet activity and is intended to display advertisements that are relevant to each individual. The targeting is carried out by MAFRA, a.s. and by a network of 125 advertising partners. A list of these partners and additional information is available on the sites’ privacy pages. User Control and Opt‑Out Options Users can withdraw their consent for targeted advertising at any time. If a user revokes consent, they will be prompted to switch to iDNES Premium, a subscription service that removes all ads. However, users can also withdraw consent for other purposes—such as content personalization—without being required to subscribe to the premium service. The policy also notes that certain data is processed on the basis of “legitimate interest.” Users who wish to object to processing under this basis or who want to adjust their privacy settings can do so in the “Detailed Settings” section. Settings applied here affect all four sites. Data Processing Practices The company and its partners process data for several purposes, including: – Selecting ads using limited data – Using profiles to choose personalized content – Creating profiles for personalized content – Measuring ad performance – Understanding audience through statistics or data combinations – Using profiles for personalized advertising – Developing and improving services – Measuring content performance – Technical site operation If a user chooses the free version of iDNES and consents to targeted advertising, the consent applies to all the purposes listed above. Due to technical constraints on the advertising providers’ side, users who do not consent to certain uses—such as profile‑based content selection, content performance measurement, or technical site operation—must explicitly indicate their objection in the “Processing by Publisher and Other Partners” section. If they do so, the company will not carry out those specific processing activities. Special Advertising Formats The policy notes that a few special advertising formats, such as commercial messages or self‑promotion by the company and its subsidiaries, may be difficult to remove from content. Details are provided in the company’s terms and conditions. Separate Settings for Other Sites Users can set preferences separately for other sites owned by the company. However, if a user consents to targeted advertising on those sites, the company will treat that consent as applicable to iDNES.cz, Lidovky.cz, Expres.cz and Antiyoutuber.cz as well.