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Target audiences & restricted campaign content

Rokt allows advertisers to show campaigns to specific lists of customers or prospects. Customers are more likely to positively engage on campaigns using these lists. Equally, Rokt must ensure that personalization is appropriate and measured, and does not negatively impact the customer experience.

Audience formation and campaign content

When using audience targeting, advertisers must:

  • Only use lists that advertisers themselves have generated from their own records in the first-party context, e.g., where the individual being targeted shares the information directly with the advertiser. Targeting based on third-party lists is not permitted.

Further, advertisers must not:

  • Use sensitive personal data (defined below) for the purpose of forming audiences or for campaign targeting purposes;
  • Target, or upload the data of, children under 16, on any website, application, or service that collects or stores age information from individuals under the age of 16;
  • Present campaigns or link to any sites that contain, assert, or imply knowledge (whether true or not) of any sensitive personal information.

What is sensitive personal information?

Sensitive personal information is considered, in its broadest sense: any adult activities; sexual behavior or orientation; racial or ethnic information; political affiliation; trade union membership; religion or religious/philosophical belief; negative financial status or personal hardship; health or medical information such as health conditions, treatments or procedures; status as a child under 16; the commission or alleged commission of any crime; or divorce or marital separation. This includes all information, whether or not it is correct, or whether actual or inferred.


Sensitive information categoryExample of prohibited campaign content
Medical informationHate your arthritis? Visit to find out how you can receive a sample of Cloud Co’s virtual Emu-Snake Oil today.
Divorce or marital separationRecently divorced? Visit ABC Real Estate today and find your new home.
Religious beliefsLooking for someone just like you? Download ABC dating app to connect with likeminded Christian-only/Jewish-only/Muslim-only near you.
Adult activities/sexual behavior or orientationLooking for someone just like you? Get a month free when you download the Lesbian/Gay/Bisexual/Transgender dating app now.
Adult activities/sexual behavior or orientationPreviously visited Lesbian/Gay/Bisexual/Transgender You missed out on great news on the scene. Visit today to find out what you're missing.
Negative financial statusNearly broke? Need a loan? Visit Mega Shark Loan Services today!

If you have any questions, reach out to your Rokt account manager or email