The information collected may be used to:</p> <ul> <li>Measure how effective ads are, to offer you targeted advertising in order to personalize your experience by showing you advertisements for products and services that are more likely to appeal to you (a practice known as behavioral advertising), and/or</li> <li>Undertake web analytics (e.g., Google Analytics which is used to analyze traffic and other player activity to improve your experience).</li> </ul> <p>