iDNES.cz explains advertising and user consent options

The Czech news portal iDNES.cz is outlining its advertising model and user consent options, presenting readers with a choice between a free, ad-supported service and a paid premium subscription.

Users are informed that their chosen settings determine how they can continue accessing content. The primary options are: a free experience where ads are tailored to user interests based on data processing, or a premium subscription for an ad-free experience. The article details that the free option involves accepting targeted advertising, which relies on cookies and other identifiers to personalize ads based on browsing habits and interests.

MAFRA, a.s., the publisher, along with 125 advertising partners, will process user data for targeted advertising. The portal emphasizes that users can withdraw their consent for targeted ads at any time, though doing so would prompt them to upgrade to the ad-free premium service. Consent for other purposes, such as personalized content delivery, can be modified or withdrawn independently of the premium subscription choice.

The article further explains that some data processing occurs based on "legitimate interest." Users are directed to a detailed settings section to manage these interests and object to data processing. The settings managed by the user apply across iDNES.cz, Lidovky.cz, Expres.cz, and Antiyoutuber.cz. The portal and its partners process data for various purposes, including ad performance measurement, audience understanding through statistics, service development, and website operation. It notes that certain data processing activities, while not for targeted ads, are necessary for content personalization and website functionality, and users must explicitly opt out of these if they wish to avoid them while remaining on the free tier.