In any case, Tappx will process Personal Data only on the legal grounds allowed under EU Data Protection Laws including General Data Protection Regulation (Contractual Necessity, Legitimate Interest and Consent).</p> <strong>Permitted uses of Ad Data</strong> <ul> <li> <strong>Serving ads and promoting apps</strong>– allowing Publishers to promote advertising, apps and content in their mobile apps or web display, and to allow Advertisers to bid on Publishers’ inventory.</li> <li> <strong>Serve interest-based advertising and personalized content</strong>– enable our partners to infer interests and serve ads and personalized content to users based on their behavior, app activity and inferred interests. We will not serve interest-based ads or personalized content based on information that we consider sensitive, such as race, religion or health. An End User is not under any obligation to provide us with any Personal Data. In cases, where an End User is from EEA, we serve them interest-based advertisements, only when they have given us their express consent to use their Personal Data to enable us to serve interest based ads directed to them. Even if&nbsp;<u>you opt-out of interest-based advertising or have not given your express consent to interest-based advertising, you will still receive ‘generic’ ads from Tappx which are context based or better known as ‘contextual advertising’. EEA means, the European Economic Area, United Kingdom and Switzerland</u> </li> <li> <strong>