This article discusses Limited Data Use, a data processing option that lets you limit how your event data used.
What is Limited Data Use
Limited Data Use (LDU) is a data processing option that lets you limit how your event data is used in Roku's systems and helps to better support your compliance efforts with various US state privacy laws.
To enable this feature, you must send Roku the Limited Data Use flag as described in this article. When you enable the Limited Data Use flag, Roku will limit its use of flagged personal information from people in the states where Limited Data Use is available, as set forth in the Jurisdiction Specific Terms, which are incorporated into the Ads Manager Terms. Please note you are solely responsible for determining your user’s location for purposes of LDU.
When to use the Limited Data Use flag
It is your sole responsibility to decide if and when the Limited Data Use flag should be sent. We recommend you obtain help from your legal counsel to make that decision. Roku will not be liable for your use of Limited Data Use.
Roku does not guarantee that your use of the Limited Data Use flag will satisfy your compliance with applicable privacy laws in the U.S. or anywhere in the world, and this article does not constitute legal advice. You are still responsible for complying with all applicable laws, obtaining any consents to share data, and respecting user opt-outs, including opt-outs from sharing or selling personal data.
Customers can opt-out of the “sale” or “sharing” of their personal information under certain US state privacy laws, such as California and several other states, as further described in this article and the Jurisdiction Specific Terms. Advertisers can send a Limited Data Use flag when they send event data to Roku through the Roku Pixel or Events API to have more control over how Roku uses that data, to help you honor these opt-outs.
When Limited Data Use is enabled, you may notice an impact on campaign performance and effectiveness and retargeting and measurement capabilities will be limited. Therefore, we recommend only sending Limited Data Use where you think it’s necessary.
Products that allow the Limited Data Use flag
JavaScript Pixel
EventsAPI
States where the Limited Data Use flag is available
California
Colorado
Connecticut
Florida
Montana
Oregon
Texas
Utah
Virginia
How to send the Limited Data Use flag
The Limited Data Use (LDU) flag can be configured for both JavaScript Pixel and Events API. To configure the Limited Data Use flag, follow the below instructions:
The LDU flag can be added after a line break below the base and event code. Once the LDU flag has been appended to an event for a given user, all subsequent events for that user will be flagged.
If no LDU code is included, it’s assumed LDU Flag = No. If the LDU flag is implemented, the inverse call can be leveraged to change to LDU Flag = No.
Example (LDU Flag = Yes)
rkp("opt-out");Example (LDU Flag = No)
rkp("opt-in");Note: If the LDU flag has not been appended for a given user, the LDU opt-out is unnecessary.
The LDU flag can be added as a parameter in the body of the Events API call. Unlike the JS Pixel, the LDU flag must be sent for every Events API call (for an impacted user). If no LDU parameter is included, it’s assumed LDU Flag = No.
Example (LDU Flag = Yes)
{
"events": [
{
"event_name": "string",
"event_type": "string",
"event_time": 0,
"user_data": {
"is_hashed": true,
"em": "string",
"ph": "string",
"ge": "string",
"db": "string",
"ln": "string",
"fn": "string",
"ct": "string",
"st": "string",
"zp": "string",
"country": "string",
"external_id": "string",
"client_ip_address": "string",
"client_user_agent": "string",
"subscription_id": "string",
"aGA": "string",
"aID": "string",
"aDX": "string",
"aGI": "string",
"aRI": "string",
"aSH": "string",
"aFC": "string",
"ga_session_id": "string",
"ga_client_id": "string",
"ga_gclid": "string",
"ga_measurement_ids": [
"string"
]
},
"custom_data": {
"value": 0,
"currency": "string",
"delivery_category": "string",
"num_items": "string",
"order_id": "string",
"contents": [
{
"delivery_category": "IN_STORE",
"id": "string",
"item_price": 0,
"quantity": "string"
}
],
"purchase_type": "string",
"content_category": "string",
"content_ids": [
"string"
],
"content_type": "string",
"utm_source": "string",
"utm_medium": "string",
"utm_campaign": "string",
"utm_term": "string",
"utm_content": "string",
"content_name": "string",
"predicted_ltv": "string",
"search_string": "string",
"status": "string"
},
"event_source_URL": "string",
"referrer_URL": "string",
"event_id": "string",
"event_source": "string",
"opt_out": "true"
}
],
"event_group_id": "string"
} Example (LDU Flag = No)
{
"events": [
{
"event_name": "string",
"event_type": "string",
"event_time": 0,
"user_data": {
"is_hashed": true,
"em": "string",
"ph": "string",
"ge": "string",
"db": "string",
"ln": "string",
"fn": "string",
"ct": "string",
"st": "string",
"zp": "string",
"country": "string",
"external_id": "string",
"client_ip_address": "string",
"client_user_agent": "string",
"subscription_id": "string",
"aGA": "string",
"aID": "string",
"aDX": "string",
"aGI": "string",
"aRI": "string",
"aSH": "string",
"aFC": "string",
"ga_session_id": "string",
"ga_client_id": "string",
"ga_gclid": "string",
"ga_measurement_ids": [
"string"
]
},
"custom_data": {
"value": 0,
"currency": "string",
"delivery_category": "string",
"num_items": "string",
"order_id": "string",
"contents": [
{
"delivery_category": "IN_STORE",
"id": "string",
"item_price": 0,
"quantity": "string"
}
],
"purchase_type": "string",
"content_category": "string",
"content_ids": [
"string"
],
"content_type": "string",
"utm_source": "string",
"utm_medium": "string",
"utm_campaign": "string",
"utm_term": "string",
"utm_content": "string",
"content_name": "string",
"predicted_ltv": "string",
"search_string": "string",
"status": "string"
},
"event_source_URL": "string",
"referrer_URL": "string",
"event_id": "string",
"event_source": "string",
"opt_out": "false"
}
],
"event_group_id": "string"
} Note: If the LDU flag has not been appended for a given user, the LDU opt-out is unnecessary.