Support from readers like you keeps The Journal open.
You are visiting us because we have something you value. Independent, unbiased news that tells the truth. Advertising revenue goes some way to support our mission, but this year it has not been enough.
If you've seen value in our reporting, please contribute what you can, so we can continue to produce accurate and meaningful journalism. For everyone who needs it.
IRELAND’S GREENHOUSE GAS emissions fell last year by 6.8%, meaning 2023 had the lowest emissions of any year in last three decades, according to figures published by the Environmental Protection Agency (EPA).
Today’s publication of 2023′s figures provides an early insight into annual greenhouse gas emissions ahead of the final data being submitted to the EU and UN in 2025.
The decrease in emissions was seen across almost all carbon-emitting sectors; the energy and agriculture sectors saw their largest ever single-year reductions, while residential emissions were at their lowest level since 1990.
Power generation emissions decreased by 21.6%, agriculture emissions decreased by 4.6%, residential emissions decreased by 7.1%, and transport emissions increased marginally by 0.3%.
Emissions per capita also decreased from 11.4 tonnes CO2 equivalent per person to 10.4 tonnes CO2 eq per person in 2023.
However, when land use, land-use change and forestry (LULUCF) are included, the overall reduction was actually lower at 3.8%. Emissions from that sector rose by 40.9% between 2022 and 2023, mostly due to an increase in harvesting timber and a decrease in forest planting.
The overall picture remains positive though, with emissions below the baseline levels of 1990.
Programme manager with the EPA Mary Frances Rochford said there are many positives to be taken from today’s figures.
“We see emission reduction milestones achieved in many key sectors in 2023,” she said.
“Residential emissions were at their lowest level since 1990 [and] we saw the largest year on year reductions to date in the energy and agriculture sectors. All of which have contributed to a decrease in our emissions per capita from 11.4 to 10.4 tonnes CO2 eq in 2023.”
“These are significant findings that signal the impact of climate action and decarbonisation measures across Ireland’s economy and society,” said Laura Burke, director general of the EPA.
“We see the impact of more renewables and interconnection powering electricity, less fossil fuel use in home heating, reduced nitrogen fertiliser use in agriculture and more biofuel in transport.”
Burke said that the latest data indicates that Ireland is moving towards reductions “at the scale and pace required” to meet the target of reducing greenhouse gas emissions by 51% by 2030.
Friends of the Earth chief executive Oisín Coghan said the figures show that politicians “must hold their nerve on climate action”.
“Government policy is beginning to make a difference but in recent times we have seen politicians in this country and across Europe step back from accelerating climate action because of pushback from vocal interest groups.”
‘Still well off track’
Despite the significant reduction in emissions last year, the EPA has stressed that Ireland is still falling far short of the change needed to meet EU and self-imposed targets.
“While these are positive results for the year 2023, we are still well off track in terms of meeting EU and national 2030 targets. We need to maintain and further build momentum,” Burke said.
The EPA’s assessment shows that Ireland complied with its EU Effort Sharing Regulation (ESR) commitments for 2021-2023, with the use of allowed flexibilities, the agency said.
However, the latest figures show that 2023 greenhouse gas emissions were still only 10.1% cent below 2005 levels, well short of Ireland’s EU Effort Sharing reduction commitment of 42% by 2030.
Regarding Ireland’s Climate Act 2015 and its subsequent amendments, the figures show that greenhouse gas emissions, including LULUCF, are 7.8% lower than in 2018, and therefore still far short of the National Climate Ambition of a 51% reduction by 2030.
Advertisement
The EPA said in its report that Ireland has to achieve “an extremely challenging annual reduction” of 8.3% in 2024 and 2025 to stay within the first Carbon Budget.
Key sectors
Agriculture remains the sector with the highest greenhouse gas emissions, producing just over 20.7 million tonnes of CO2 equivalent in 2023.
Transport is the second biggest emitter with 11.9 million tonnes, while the energy industry was third, producing 7.8 million last year.
LULUCF emissions went from 3.9 to 5.6 million tonnes, putting the sector in fourth place for 2023.
Emissions from households stood at 5.3 million tonnes, followed by manufacturing combustion on 4.1 million.
Energy Industries
Emissions from energy production decreased by 21.6% last year.
This was due to a number of factors, including a 12-fold increase in imported electricity, which made up 9.5% of electricity supply in 2023.
Another contributing factor was an increase in the share of renewable energy to 40.7%, as was a reduction in the use of coal, oil and peat.
Agriculture
Agriculture emissions dropped by 4.6% due to an 18% reduction in fertiliser nitrogen use, reduced lime application and overall reduction in numbers of livestock, the EPA said.
Residential emissions
Emissions from domestic sources went down by 7%, the second substantial annual reduction in succession.
High fuel prices and a milder winter were significant contributors to the reduction in fossil fuel use, in addition to the introduction of nationwide solid fuel regulations, the EPA said.
Over 30,000 heat-pumps were installed in Irish homes in 2023 bringing the total to 120,000.
Transport
Transport emissions increased marginally by 0.3% in 2023 and were 4.3% below 2019 pre-Covid levels, when fewer people were able to travel.
An increase in electric vehicles and biofuel use partly offset a 3% increase in the number of vehicles on Irish roads, the EPA said.
Unsure of what exactly is happening with the earth’s climate? Check out our new FactCheck Knowledge Bank for essential reads and guides to finding good information online.
Readers like you are keeping these stories free for everyone...
A mix of advertising and supporting contributions helps keep paywalls away from valuable information like this article.
Over 5,000 readers like you have already stepped up and support us with a monthly payment or a once-off donation.
To embed this post, copy the code below on your site
Close
66 Comments
This is YOUR comments community. Stay civil, stay constructive, stay on topic.
Please familiarise yourself with our comments policy
here
before taking part.
@SV3tN8M4: Data center can actually participate in decreasing it, we just don’t use them that way. In many other places, those data centres are used to heat houses or produce energy with the heat they produce. Too bad we don’t do that here. We can also easily install solar panels over their flat roof for production on electricity, I am surprised it’s not even mandatory at that point.
I am guessing it’s better to tax regular people than do the right thing for the Green Khmer.
@SV3tN8M4: Data centres are small compared to farming, Data Centres generate 2% to 3% of our annual CO2 emissions v 38.5% for farming.
Also, Dairy cow numbers increased by 50% or half a million dairy cows in the last 10 years, since the end of the EU milk quota. Last year, 1.5 million dairy cows produced 8.3 billion litres of milk, 94% was exported, generating a revenue of €6.3 billion.
That means the growing dairy sector (1 litre of milk generates 1.1 kg of CO2) increased our CO2 emissions by 4.84 million tonnes of CO2 per annum, about 3.5 times all data centres combined.
@Alex: some datacenters use more electricity than whole towns. They also demand alot I’d water. At least 30% of our electricity is going to data centers. They even get it cheaper than the ordinary joe citizen. These places are very damaging to the environment. They are far from green.
@David Jordan: 30% of our entire electricity generation goes to data centers. Ships coming in here loaded with coal and gas just to power data centers. They do not absorb the carbon. Farmland draws carbon out of the air and grows stuff. Some farms in this country are carbon negative. Ie the Farmland takes more out than the farm produces. Why are google and Facebook mad to buy the carbon credits off the farmers.
@Washpenrebel: Done spreading misinformation? Because all you wrote is BS. We need data center, like it or not they actually participate to CO2 reduction even if they use quite some energy. Would you like to get all your data stored on paper and have it shipped every time you need something ? Because that’s what it will be and it will use a lot more CO2 since all the processes will take from 0.01sec to hours or days. They are also a massive source of employment.
@David Jordan: trust in David…its the cows fault. Nothing to do with the rape of our planet for a century by those telling us all to reform and cull the herd. Which herd is next to cull when the cows are gone?
@Alex: Data Centers do NOT contribute to CO2 reduction.
They increase it.
*We* do not need Data Centers located in Ireland. the way the Internet works Data Centers can be located anywhere.
All the energy consumed by Data Centers located here is generated from fossil fuels, and is the single major consumer of the fossil fuels used to generate electricity, and the single largest contributor of CO2 from the electricity generation sector.
Those Data Centers are also the cause of the majority, if not all, of any fines we will incur as a result of not meeting our CO2 targets from the electricity sector.
@Alex: when there is a shortage of food. You can’t eat a hard drive. You do know the irish electricity grid is at capacity and the solution is more data centers… they are also building a water pipeline to Dublin to feed water to these data centers.
@SV3tN8M4: data centres will inevitably be powered by green energy, more coming on stream every year. If in the mean time, we have to import more electricity to keep things ticking over, then so be it – they do pay for their power after all.. if this is the best place for them, then keep them here I say. Great construction jobs in it also.
@David Jordan: There are the same number of cows in Ireland now as 1980s, meantime population has grown by over a million. There must be double the amount of cars on the road, and the amount of flights has gone through the roof
@Washpenrebel: Data Centres will help with the transition to renewables, it is part of the plan, I now realise.
All new data centres, since 2022, must be built with 100% renewable generation capacity. If a new Facebook data centre requires 20 megawatts of electricity, then Facebook must build 20 megawatts of renewable generation capacity.
“There are conditions attached to planning permissions. Sometimes those conditions are based on the data centre policy, as issued in 2022, which requires, for example, that all new data centres are provided and are matched with additional renewable energy generation capacity” – Data Centres Dáil Éireann Debate, Thursday – 28 September 2023
Also, they can sell excess electricity and heat to consumers. Data Centres also install battery back-up storage, to store their renewable generation (when the wind does not blow). This can be used to store energy for all of Ireland
So this is why the government is encouraging data centres. The companies building them are at the forefront of renewable electricity generation. Google, Facebook, IBM, Microsoft etc. are building their own renewable generation capacity and massive battery backups. IBM now claims its data centres in the US are running on 74% renewables.
This is the reason why the government is encouraging data centres, the plan is to use Data Centres as an integral part of Ireland’s transition to renewable electricity generation (we need more electricity, domestic use will skyrocket soon, more electric vehicle and heat pumps). We’re getting a distributed green energy generation and storage upgrade off the backs of IT companies.
As for some of your other points:
“Farmland draws carbon out of the air…”
You might think that since animals are turning the carbon in food into meat and milk
However, Pig, Sheep, Poultry, Dairy and Beef farms generate methane, a greenhouse gas 30 times stronger than CO2, and Nitrous Oxide (N2O) a gas 273 times stronger than CO2 (from animal waste and fertilizer use). So they are very polluting overall. The most polluting are dairy and beef farms. They also pollute rivers, 47% of Irish rivers have excess nitrate and phosphorus, mainly due to agriculture.
“Some farms in this country are carbon negative. ie the Farmland takes more out than the farm produces.”
Yes, while a few farms many be carbon negative, such as forestry or leaving a bog untouched, most farms today generate more greenhouse gasses than they sequester. That said, perhaps in the future, e.g. tillage farms might use new techniques to enhance soil sequestration:
Madigan, A.P., Zimmermann, J., Krol, D.J., Williams, M. and Jones, M.B., 2022. Full Inversion Tillage (FIT) during pasture renewal as a potential management strategy for enhanced carbon sequestration and storage in Irish grassland soils. Science of the Total Environment, 805, p.150342.
However, if Ireland’s agricultural sector was to reduce GHG emissions using soil sequestration, that would mean transitioning dairy and meat farms to tillage, not easy. Farms are businesses, they need to make a living. They are not going to switch if it affects profits.
“Why are Google and Facebook mad to buy the carbon credits off the farmers.”
Good idea. The farms that are sequestering carbon can sell carbon credits. That may encourage e.g. dairy and beef farmers to move to tillage, orchards, agroforestry, become carbon negative and sell their carbon credits to Ryanair.
@Max: “There are the same number of cows in Ireland now as 1980s, meantime population has grown by over a million”
I read people say this before, but it does not make sense, really. All it shows is, we have the ability to squeeze in 1.5 million dairy cows into Ireland, but it doesn’t make it environmentally acceptable.
Also, do you remember what happened in the 1970-80s? Short-sighted EU policies resulted in massive overproduction of dairy products, we ended up with butter mountains and milk lakes. A lot of food was wasted and not eaten. So it does not make sense to compare us to the 1980s when we were overproducing, when there was a market failure.
The difference now is we can sell our produce abroad, outside the EU. This is how we can produce 8.8 billion litres of milk and not drown in the stuff.
That said, consider the environmental effects of selling to countries thousands of miles away rather than encouraging local production that cuts down of transport emissions.
This is why, as a logical kind of guy, I absolutely don’t get it why people complain about Taylor Swift jetting around the world, but ignore the 35,000 tonnes of dairy we flew to China last year. It doesn’t make sense to me. Yes, get angry about the pollution that 1 Taylor Swift caused, but I don’t understand why 35,000 tones of dairy gets a pass.
We sold 35,000 tonnes of dairy to China in 2022, worth €722 million. Now, as I explained earlier, the carbon footprint of a Chinese dairy farm is the same as an Irish dairy farm, so there’s no net saving there. Also, factor in transport, shipping thousands of tonnes of dairy products to China. It’s 1,000 Taylor Swifts.
@David Jordan: Ireland are the greenest dairy producers though, so we should be ramping up and exporting more and have the factory farms shut down. Ireland emmisions would increase but global ones would reduce.
I wish they would increase grants for working people or give tax relief on spending of upgrades for improvements. I can’t afford 9k for solar panels or 12k for heat pump plus all the additional works I would need. I work for a living, pay a mortgage and support 2 kids by myself. Where do they think I’m going to get the money. No point giving me a low rate loan when I still can’t afford the repayments!
@S Os:
Would be a waste of time.
My brother got a solar system just before the Ukrainian war, €8k, so let’s say €4k parts and €4k labour
12 months later I priced the same system, cheapest was €16k.
Now I know the materials went up but it would have taken the same amount of time.
If the grants go up the costs I’ll go up by the same amount.
@S Os: Try Kellihers electrical supply.A standard 440W panel with 20 or 30 years of manufacturer warranty should not cost more than € 100.- anywhere in Ireland.
And what difference to global warning will that do ?. The cost of this in taxes is too high. I’m all for helping if it would stip China, Germany, US, Russia, India, do what they are doing.
@did you every wonder: Germany is ahead of us in terms of reduction. USA comparable to us. Russia, China and India are growing their emissions though Russia emits less now than it did in 1990. And reductions has not been achieved by taxes. Carbon taxes are a small part of the picture. Investment in alternatives that benefit everyone is the main cause. I hope it accelerates and we can meet our 2030 targets.
@John Kenny: that’s because the CFCs (in the aerosol cans) were banned and replaced with usable alternatives, and the hole is repairing itself. Likewise, the Y2K date problem only turned out ok because loads of work was put in to fix the affected machines. It shows that we can fix things if it’s easy, but cutting CO2 is harder because there is a lack of comparable alternatives to energy-dense fossil fuels (but if we don’t try, we’re screwed).
@Stephen Wallis: The hole repaired itself because of a ban on a few aerosols, that’s a laugh. What about all the space exploration, war, satellites being launched into space, I suppose the ozone layer ignores these events.
@Seanie: The hole in the ozone layer was primarily caused by CFCs. Any impact that space exploration, war and satellites being launched have is minimal. This is clear from the fact that the hole is closing and we have more satellites than ever. War was in decline globally but I think is now on the rise again.
We import 30% of electricity? Whatever happened to hydroelectric? We have many flowing rivers. In the last century various mills and some factories had water wheels to generate power to operate their equipment. Why not update this concept and built something similar for domestic and possibly business/industrial use throughout the country
” … 12-fold increase in imported electricity, which made up 9.5% of electricity supply in 2023″
The article does not mention exports of electricity,this might have to be balanced versus the imports.Check this out.
‘Supply’ and ‘consumption’ are two different things.The article does not highlight the difference.
- ‘supply’ is fed into the grid (also for export)
- ‘consumption’ is the overall usage in Ireland incl. home generated PV for example(zero emissions).But then this home made solar electricity consumed at the premise is not balanced anywhere in emission report.
ESB/Eirgrid does not even report the PV power to the relevant statistical bodies incl. ENTSOE,see
Sorry, have to post this separately before the empirical defence crowd showed up.
One of my greatest achievements has been to resolve an issue that once caused the Church to jettison its astronomical heritage, as the genuine argument was whether a Sun-centred system could be demonstrated using the predictive Ptolemaic framework beyond a hypothesis.
It can be done using a satellite tracking along with the Earth.
Galileo saw Jupiter’s moons run back and forth around their parent planet.
So many here are victims of unresolved astronomical issues and the decisions of the Catholic Church centuries ago.
“When the ordinary man hears that the Church told Galileo that he might teach Copernicanism as a hypothesis which saved all the celestial phenomena satisfactorily, but “not as being the truth,” he laughs. But this was really how Ptolemaic astronomy had been taught! In its actual place in history, it was not a casuistic quibble; it was the refusal to allow the introduction of a new and momentous doctrine. It was not simply a new theory of the nature of the celestial movements that was feared, but a new theory of the nature of theory, namely, that if a hypothesis saves all the appearances. It is identical with truth.” Barfield 1957
Within the manifesto of experimental theorists is a belief that an experimental hypothesis/prediction scales up to an astronomical hypothesis/prediction.
“Rule III. The qualities of bodies that are found to belong to all bodies within the reach of our experiments are to be esteemed as the universal qualities of all bodies whatsoever.” Isaac Newton
The universal theory of gravity was based on the belief that the attraction of the apple to the Earth scales up to the attraction of the Earth to the Sun. The modellers use it today to assert that conditions in a greenhouse ( experiment) scale up to the Earth’s atmosphere (universal qualities).
I believe there are people who are more considerate in these matters in order to deal with a subculture through the misadventures of theorists.
Being naive is not a crime, but neither does it present an encouraging snapshot of society outside academic/political circles.
The taxpayer funded academic community supplies politicians with the help of journalists, to dump hysteria and taxes on people. A 21st-century version of Papal indulgences.
The real victim is the research of climate as the lucrative modelling community with their dire predictions have made it toxic for years to come.
Irish society has found itself inside a subculture, while in the era of Galileo and Copernicus, that subculture was outside mainstream research. Newton’s scientific method Modelling sent that subculture mainstream through clockwork solar system modelling.
“In the process of their demonstrations, which they call their system, they either missed out on something essential or brought in something inappropriate and wholly irrelevant, which would not have happened to them if they had followed proper principles. If the hypotheses they assumed were not fallacies, everything following them could be independently verified.” Copernicus
An experimental hypothesis is not the same thing as an astronomical hypothesis, and an experimental prediction is not the same as an astronomical prediction.
Copernicus had to propose a Sun-centred system and a moving Earth as a hypothesis as he was obligated to use Ptolemy’s framework, which provided astronomers at the time with accurate predictions of the positions of objects relative to each other, including the position of the Moon relative to the Sun, which creates solar eclipses.
An experimental hypothesis is a guess; in this case, a garden greenhouse equates to the Earth’s atmosphere, while carbon dioxide is a thermostat. Introduce cunning human-related terms like carbon footprint, and people might not notice that these modellers are convinced humanity controls the weather through a carbon dioxide thermostat.
Ireland has a wonderful maritime climate that will not change apart from in the minds of those list to a subculture.
One of my greatest achievements has been to resolve an issue that once caused the Church to jettison its astronomical heritage, as the genuine argument was whether a Sun-centred system could be demonstrated using the predictive Ptolemaic framework beyond a hypothesis.
It can be done using satellite tracking along with the Earth.
Galileo saw Jupiter’s moons run back and forth around their parent planet.
It is that simple and enjoyable, and no scientific method needed. It is a product of 21st century technology (satellite) and the barest perceptive effort to connect the time-lapse.
“However, when land use, land-use change and forestry (LULUCF) are included, the overall reduction was actually lower at 3.8%.”
As far as I know the natural die-back of our broad leafed trees ash and elm due to diseases is not included in the LULUFC statistics.
These two types of trees present about 10% of our mature trees here in the South.
Excluding reality from carbon emission statistics is as well seen with aviation and shipping fuel.
So de-facto Ireland’s emissions from decaying biomass (timber) and from international wars on the environment and on people (refueling war planes at Shannon airport!) have been excluded from the picture shown to the dumb public.
Government to go into preparation overdrive in coming days to counter US tariff blowback
3 hrs ago
6.3k
RIP
Actor Val Kilmer, star of Top Gun and Batman Forever, dies aged 65
2 hrs ago
29.4k
10
Speaking rights row
Verona Murphy wins first-ever Dáil vote of confidence in a Ceann Comhairle by 96 votes to 71
13 hrs ago
32.3k
110
Your Cookies. Your Choice.
Cookies help provide our news service while also enabling the advertising needed to fund this work.
We categorise cookies as Necessary, Performance (used to analyse the site performance) and Targeting (used to target advertising which helps us keep this service free).
We and our 161 partners store and access personal data, like browsing data or unique identifiers, on your device. Selecting Accept All enables tracking technologies to support the purposes shown under we and our partners process data to provide. If trackers are disabled, some content and ads you see may not be as relevant to you. You can resurface this menu to change your choices or withdraw consent at any time by clicking the Cookie Preferences link on the bottom of the webpage .Your choices will have effect within our Website. For more details, refer to our Privacy Policy.
We and our vendors process data for the following purposes:
Use precise geolocation data. Actively scan device characteristics for identification. Store and/or access information on a device. Personalised advertising and content, advertising and content measurement, audience research and services development.
Cookies Preference Centre
We process your data to deliver content or advertisements and measure the delivery of such content or advertisements to extract insights about our website. We share this information with our partners on the basis of consent. You may exercise your right to consent, based on a specific purpose below or at a partner level in the link under each purpose. Some vendors may process your data based on their legitimate interests, which does not require your consent. You cannot object to tracking technologies placed to ensure security, prevent fraud, fix errors, or deliver and present advertising and content, and precise geolocation data and active scanning of device characteristics for identification may be used to support this purpose. This exception does not apply to targeted advertising. These choices will be signaled to our vendors participating in the Transparency and Consent Framework.
Manage Consent Preferences
Necessary Cookies
Always Active
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then these services may not function properly.
Performance Cookies
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not be able to monitor our performance.
Store and/or access information on a device 110 partners can use this purpose
Cookies, device or similar online identifiers (e.g. login-based identifiers, randomly assigned identifiers, network based identifiers) together with other information (e.g. browser type and information, language, screen size, supported technologies etc.) can be stored or read on your device to recognise it each time it connects to an app or to a website, for one or several of the purposes presented here.
Personalised advertising and content, advertising and content measurement, audience research and services development 143 partners can use this purpose
Use limited data to select advertising 113 partners can use this purpose
Advertising presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type or which content you are (or have been) interacting with (for example, to limit the number of times an ad is presented to you).
Create profiles for personalised advertising 83 partners can use this purpose
Information about your activity on this service (such as forms you submit, content you look at) can be stored and combined with other information about you (for example, information from your previous activity on this service and other websites or apps) or similar users. This is then used to build or improve a profile about you (that might include possible interests and personal aspects). Your profile can be used (also later) to present advertising that appears more relevant based on your possible interests by this and other entities.
Use profiles to select personalised advertising 83 partners can use this purpose
Advertising presented to you on this service can be based on your advertising profiles, which can reflect your activity on this service or other websites or apps (like the forms you submit, content you look at), possible interests and personal aspects.
Create profiles to personalise content 39 partners can use this purpose
Information about your activity on this service (for instance, forms you submit, non-advertising content you look at) can be stored and combined with other information about you (such as your previous activity on this service or other websites or apps) or similar users. This is then used to build or improve a profile about you (which might for example include possible interests and personal aspects). Your profile can be used (also later) to present content that appears more relevant based on your possible interests, such as by adapting the order in which content is shown to you, so that it is even easier for you to find content that matches your interests.
Use profiles to select personalised content 35 partners can use this purpose
Content presented to you on this service can be based on your content personalisation profiles, which can reflect your activity on this or other services (for instance, the forms you submit, content you look at), possible interests and personal aspects. This can for example be used to adapt the order in which content is shown to you, so that it is even easier for you to find (non-advertising) content that matches your interests.
Measure advertising performance 134 partners can use this purpose
Information regarding which advertising is presented to you and how you interact with it can be used to determine how well an advert has worked for you or other users and whether the goals of the advertising were reached. For instance, whether you saw an ad, whether you clicked on it, whether it led you to buy a product or visit a website, etc. This is very helpful to understand the relevance of advertising campaigns.
Measure content performance 61 partners can use this purpose
Information regarding which content is presented to you and how you interact with it can be used to determine whether the (non-advertising) content e.g. reached its intended audience and matched your interests. For instance, whether you read an article, watch a video, listen to a podcast or look at a product description, how long you spent on this service and the web pages you visit etc. This is very helpful to understand the relevance of (non-advertising) content that is shown to you.
Understand audiences through statistics or combinations of data from different sources 74 partners can use this purpose
Reports can be generated based on the combination of data sets (like user profiles, statistics, market research, analytics data) regarding your interactions and those of other users with advertising or (non-advertising) content to identify common characteristics (for instance, to determine which target audiences are more receptive to an ad campaign or to certain contents).
Develop and improve services 83 partners can use this purpose
Information about your activity on this service, such as your interaction with ads or content, can be very helpful to improve products and services and to build new products and services based on user interactions, the type of audience, etc. This specific purpose does not include the development or improvement of user profiles and identifiers.
Use limited data to select content 37 partners can use this purpose
Content presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type, or which content you are (or have been) interacting with (for example, to limit the number of times a video or an article is presented to you).
Use precise geolocation data 46 partners can use this special feature
With your acceptance, your precise location (within a radius of less than 500 metres) may be used in support of the purposes explained in this notice.
Actively scan device characteristics for identification 27 partners can use this special feature
With your acceptance, certain characteristics specific to your device might be requested and used to distinguish it from other devices (such as the installed fonts or plugins, the resolution of your screen) in support of the purposes explained in this notice.
Ensure security, prevent and detect fraud, and fix errors 92 partners can use this special purpose
Always Active
Your data can be used to monitor for and prevent unusual and possibly fraudulent activity (for example, regarding advertising, ad clicks by bots), and ensure systems and processes work properly and securely. It can also be used to correct any problems you, the publisher or the advertiser may encounter in the delivery of content and ads and in your interaction with them.
Deliver and present advertising and content 99 partners can use this special purpose
Always Active
Certain information (like an IP address or device capabilities) is used to ensure the technical compatibility of the content or advertising, and to facilitate the transmission of the content or ad to your device.
Match and combine data from other data sources 72 partners can use this feature
Always Active
Information about your activity on this service may be matched and combined with other information relating to you and originating from various sources (for instance your activity on a separate online service, your use of a loyalty card in-store, or your answers to a survey), in support of the purposes explained in this notice.
Link different devices 53 partners can use this feature
Always Active
In support of the purposes explained in this notice, your device might be considered as likely linked to other devices that belong to you or your household (for instance because you are logged in to the same service on both your phone and your computer, or because you may use the same Internet connection on both devices).
Identify devices based on information transmitted automatically 88 partners can use this feature
Always Active
Your device might be distinguished from other devices based on information it automatically sends when accessing the Internet (for instance, the IP address of your Internet connection or the type of browser you are using) in support of the purposes exposed in this notice.
Save and communicate privacy choices 69 partners can use this special purpose
Always Active
The choices you make regarding the purposes and entities listed in this notice are saved and made available to those entities in the form of digital signals (such as a string of characters). This is necessary in order to enable both this service and those entities to respect such choices.
have your say