Kakao Personalized Advertising includes text, image, or video ads that are delivered
via KakaoTalk Channel messages, on Kakao’s own services, and on the platforms of
partner companies affiliated with Kakao.
Based on behavioral data and demographic characteristics, Kakao estimates factors
such as age group, gender, region, and user interests, and analyzes shared patterns
to reduce exposure to irrelevant ads and provide more useful ads to users.
Personalized ads are intended to promote products and services offered by Kakao and
its partner companies, and may appear not only on Kakao’s own platforms but also on
partner platforms or through KakaoTalk Channel messages.
Online Behavioral Data
Online activity data that can be used to infer or analyze an
individual’s interests, preferences, and tendencies, such as website or
app visits, search history, and purchase records.
Online Personalized Advertising
Online advertising tailored to an individual based on the analysis or
estimation of their interests, preferences, and tendencies derived from
their behavioral data.
Advertising Identifier
A value assigned to distinguish a user or device in the process of
handling behavioral data.
User Identifier
:
An identifier created for the purpose of identifying the user.
Device Identifier
:
An identifier created for the purpose of identifying the device
used to access the service (e.g., device identification cookies,
mobile advertising identifiers).
2. Principles for Providing Personalized Ads
Kakao does not collect or generate sensitive information that may clearly infringe
upon users’ rights, interests, or privacy, and provides personalized ads in
accordance with the relevant legal requirements. In addition, personalized ads are
not provided to children under the age of 14.
3. Standards for the Collection and Use of Behavioral Data in Advertising
Kakao provides personalized ads by using personal and behavioral data based on user
identifiers, as well as behavioral data collected from partner companies. In this
process, Kakao may use only the data based on user identifiers, or may combine it
with behavioral data collected from partner companies.
If a user identifier cannot be confirmed, Kakao may provide personalized ads by
processing behavioral data based on device identifiers. However, if a specific
individual becomes identifiable during this process, Kakao will use the data only on
the basis of a valid legal ground.
Status of Collection and Use of Behavioral Information
Collected and Used Items
Kakao / partner service users' visit records within the service,
activity logs, and search history
Collection Methods
Automatic collection and transmission upon visiting and using the
service
Purpose of Collection and Use
Analysis of service usage statistics; provision of customized ads and
content based on inferred age/gender demographics and interests
Retention and Use Period
Stored for a maximum of one year, after which the data is completely
destroyed using an unrecoverable method or stored separately
Advertising identifiers (e.g., ADID, IDFA, etc.), web cookies and
similar tracking technology information (e.g., advertising cookies,
etc.), device information, and browser information (device type,
operating system, browser version, IP address, etc.)
Purpose of Use by Recipient
Participation in advertising transactions through real-time advertising
bidding
Retention and Use Period
Destroyed without delay after achieving the purpose of use
Advertising identifiers (e.g., ADID, IDFA, etc.), web cookies and
similar tracking technology information (e.g., advertising cookies,
etc.), device information, and browser information (device type,
operating system, browser version, IP address, etc.)
Purpose of Use by Recipient
Participation in advertising transactions through real-time advertising
bidding
Retention and Use Period
Destroyed without delay after achieving the purpose of use
Status of Third-Party Collection of Behavioral Information
Kakao allows third parties to collect behavioral information through automatic
collection tools within services operated by Kakao.
Third-Party Collection of Behavioral Information
Tool Name
Tool Type
Collector / Business
Collected Behavioral
Data Items
Purpose of Collection
Meta Pixel
JavaScript
Meta Platforms
Behavioral information such as website visit logs and activity
logs, browser information
Analysis of service usage statistics, provision of customized
ads and content
Google Tag
JavaScript
Google
Behavioral information such as website visit logs and activity
logs, browser information
Analysis of service usage statistics, provision of customized
ads and content
Tool Name
Meta Pixel
Tool Type
JavaScript
Collector / Business
Meta Platforms
Collected Behavioral Data Items
Behavioral information such as website visit logs and activity logs,
browser information
Purpose of Collection
Analysis of service usage statistics, provision of customized ads and
content
Tool Name
Google Tag
Tool Type
JavaScript
Collector / Business
Google
Collected Behavioral Data Items
Behavioral information such as website visit logs and activity logs,
browser information
Purpose of Collection
Analysis of service usage statistics, provision of customized ads and
content
4. Current Status of Collected, Used, and Shared Behavioral Data
Kakao collects member information and behavioral data from its own services, as well
as behavioral data from partner companies, based on valid legal grounds to provide
users with more relevant personalized ads. Details on the information collected from
Kakao and its partner companies can be found below.
Personal and Behavioral Data Collected and Used by Kakao
Legal basis
Article 15 (1) 1 of the Personal Information Protection Act
Collected and Used Items
Email, KakaoTalk phone number, nickname, profile photo, friends
list, contact information, service usage history, in-service
purchase and payment history, date of birth, gender
* Collected information may include device information (device
type, device identifier, advertising identifier, OS information,
version, carrier information, language/time settings, network
status, etc.), IP address, cookies, visit and access logs,
records of unauthorized service use, content entered and shared
between users, search terms entered by the user, and location
information.
Collection Methods
Provided through user input or automatically collected during visits
to and use of the service
Purpose of collection and use
Used to recommend personalized content and for marketing purposes by
estimating demographic characteristics and users’ interests,
preferences, and tendencies
Retention period
Upon withdrawal of consent: processing for marketing purposes will
be stopped.
Upon membership withdrawal or once the purpose of use has been
achieved: the data will be destroyed without delay.
Behavioral Data Collected via Automatic Tools Installed on Partner
Websites/Apps
Legal basis
Article 15 (1) 1 of the Personal Information Protection Act
Advertising identifiers (e.g., ADID, IDFA), web cookies and similar
tracking technologies (e.g., advertising cookies), behavioral data
generated on websites or apps, and device and browser information
(e.g., device type, OS, browser version, IP address)
Collection Methods
Automatically collected and transmitted when users visit or use
partner services
Purpose of collection and use
To display personalized ads based on user interests; to perform
personalized data analysis and feature improvements; to conduct
statistical analysis; to develop new services; and to provide
optimized services, benefits, and recommendations
Retention period
Deleted without delay upon account deletion or once the purpose of
use has been fulfilled
Kakao provides behavioral data to real-time ad bidding participants and
partner companies to deliver more relevant personalized ads to users. The
types of behavioral data shared by Kakao are outlined below.
Behavioral Data Provided by Kakao
Legal basis
Article 17 (1) 1 of the Personal Information Protection Act
Advertising identifiers (e.g., ADID, IDFA), web cookies and similar
tracking technologies (e.g., advertising cookies), and device and
browser information (e.g., device type, OS, browser version, IP
address)
Advertising identifiers (e.g., ADID, IDFA, etc.), web cookies and
similar tracking technology information (e.g., advertising cookies,
etc.), device and browser information (such as device type,
operating system, browser version, IP address, etc.), online
behavioral information, and information inferred from behavioral
information (age group, gender, interests).
Purpose
Participation in ad transactions through real-time bidding
To provide personalized content recommendations and ads based on
estimated gender and age group derived from demographic
characteristics, and estimated interests.
Retention period
Deleted without delay once the purpose of use has been fulfilled
Destroyed without delay after the purpose of use has been achieved.
Legal basis
Article 17 (1) 1 of the Personal Information Protection Act
Advertising identifiers (e.g., ADID, IDFA), web cookies and similar
tracking technologies (e.g., advertising cookies), and device and
browser information (e.g., device type, OS, browser version, IP
address)
Purpose
Participation in ad transactions through real-time bidding
Retention period
Deleted without delay once the purpose of use has been fulfilled
Legal basis
Article 17 (1) 1 of the Personal Information Protection Act
Advertising identifiers (e.g., ADID, IDFA, etc.), web cookies and
similar tracking technology information (e.g., advertising cookies,
etc.), device and browser information (such as device type,
operating system, browser version, IP address, etc.), online
behavioral information, and information inferred from behavioral
information (age group, gender, interests).
Purpose
To provide personalized content recommendations and ads based on
estimated gender and age group derived from demographic
characteristics, and estimated interests.
Retention period
Destroyed without delay after the purpose of use has been achieved.
5. User Controls for Personalized Ads
Users can allow or block personalized ads at any time through the settings below. If
personalized ads are blocked, ads may still be displayed, but they may be less
relevant to the user. If the user identifier cannot be confirmed, Kakao processes
behavioral data based on device identifiers; in this case, you can change the
relevant settings in the ‘Allowing/Blocking Personalized Ads in Web Browsers and
Apps ' section below.
If you block personalized ads in the settings, personalized ads utilizing
information from Kakao and its partners will no longer be displayed on Kakao and
partner ad platforms.
Personalized Advertising
If you refuse consent for the collection and use of behavioral data for
personalized advertising, behavioral data collected from partners will
no longer be used for personalized ads. Additionally, if you refuse
consent for the provision of behavioral data to third parties for
personalized advertising, Kakao will no longer provide the behavioral
data it has collected to partners.
Consent to the collection and use of behavioral data for
personalized ads
View Details
*Also available at: [Kakao > Kakao Account > Account
Usage > Service Consent]
Consent to sharing behavioral data with third parties for
personalized ads
View Details
*Also available at: [Kakao > Kakao Account > Account
Usage > Service Consent]
*Also available at: [Kakao > Kakao Account > Account Usage
> Service Consent]
How to Block Personalized Ads in Web Browsers
If you do not wish to receive personalized ads in your web browser, you can
disable them by following the instructions below. Please note that blocking
cookies may interfere with some web services or cause difficulties when
using services that require login.
Allowing/Blocking Cookies in web Browsers
Chrome
Click the “⋮” icon at the top right of the web browser > Open New
Incognito Window
Edge
Click the “...” icon at the top right of the web browser > Open
New InPrivate Window
Allowing/Blocking Cookies in Mobile Browsers
Chrome
Tap the “⋮” icon at the top right of the mobile browser > Open
New Incognito Tab
Safari
Device Settings > Safari > Advanced > Block All Cookies
Samsung Internet
Tap the “Tabs” icon at the bottom of the mobile browser > Turn on
Secret Mode > Start
You can manage the permission for ad cookies issued by Kakao through the
settings below. If you block ad cookies, you can prevent the display of
personalized ads that utilize ad cookies on the web.
Ad Cookie Setting
Even if personalized ads are blocked via “User Controls for Personalized
Ads” settings, deleting cookies in your browser may reset the setting to
“Allow Personalized Ads,” causing personalized ads to appear again.
How to Block Personalized Ads in Apps
If you do not wish to receive personalized ads in mobile apps, you can
disable them through your device OS settings as follows:
Android
Home > Settings > Google > Ads > Delete
Advertising ID
Details
iOS
Home > Settings > Privacy > Tracking > Allow
Apps to Request to Track (set to OFF)
Details
6. Remedies for User Complaints or Damages
If you have any questions, complaints, or other concerns related to personalized
ads, please contact us using the information below. We will make every effort to
provide a prompt and adequate response.