X’s Restricted Data Use (“RDU”) feature enables an advertiser to limit X’s use of individual-level conversion events for specific business purposes only on that advertiser’s behalf.
To enable RDU, an advertiser must send X a parameter to indicate the advertiser would like X to limit its use of conversion data received for an individual conversion event. When enabled, X will limit the use of personal data received in connection with the restricted conversion event to certain business purposes on behalf of the advertiser, such as measurement.
Advertisers must decide for themselves when and how to leverage RDU - for example, an advertiser may want to apply the RDU parameter on a per-user basis based on an opt-out signal, or more broadly based on user location in regions where certain laws apply. As applying the RDU parameter may result in a negative impact to campaign reach, effectiveness and overall performance, advertisers should use caution when determining when and how to apply the parameter.
If you are interested in leveraging the RDU feature, reach out via this form, select the “Mobile App, Conversion Tracking & Audience Manager” category, and then select “How to set up Restricted Data Use”.