for authentication purposes including to verify your identity when you sign in to a Game or interact with our Services, to verify clicks and/or installs, and to verify a user’s identity for the purpose of dealing with inappropriate interactions and/or fraudulent use of our Services;</p> </li> <li> <p>to measure reach and effectiveness of advertisement campaigns, to create targeting groups for marketing campaigns based off user behavior (including but not limited to purchase and session/retention information), to offer targeted advertising, to personalize experience by showing advertisements for products and services that are more likely to appeal to you (i.e. behavioral advertising).&nbsp;</p> </li> <li> <p>