Interest-Based Advertising Statement
About this document
Interest-based advertising is a topic that consumers consistently rank among their leading privacy concerns, and that businesses consistently address with the lowest possible disclosure consistent with legal requirements. We have chosen a different approach. The pages that follow describe what interest-based advertising is, how it works at our company, why we use it, what flows to whom, and how you can opt out across the layered systems that interest-based advertising actually operates within.
The directness of the explanation is deliberate. We are aware that some readers will read this Statement and decide they would prefer not to participate in interest-based advertising at all. The opt-out mechanisms described in Section 5 exist for precisely that purpose, and we honor them automatically and without retaliation. Our position is that consumer choice is meaningful only when consumers actually understand what they are choosing among, and so we have written this Statement in a way that supports that understanding rather than obscures it.
The five responsible advertising commitments in Section 7 are the operational boundaries we apply regardless of consumer opt-out. They are how we configure our advertising; they are not a substitute for your right to opt out, and they are not contingent on your continued participation. They describe the floor that applies to all of our advertising, all of the time. If at any point you would prefer to read about anything specific in this Statement at greater depth, our Privacy Team at privacy@sincelovejewelry.com is available to discuss.
"Interest-based advertising" is the term used in regulatory and self-regulatory frameworks to describe the practice of delivering advertisements based on a consumer's activities across non-affiliated websites, applications, or services. The technology has been operating on the open web for nearly two decades, but the way it actually works is not widely understood. We explain the mechanics here, in plain terms, because we believe that the choices we ask you to make about advertising are meaningful only if you understand what you are choosing among.
Two Important Distinctions
The first distinction is between contextual advertising and interest-based advertising. Contextual advertising shows you an ad based on the content of the page you are currently viewing — for example, an engagement ring ad shown next to an article about proposals. It does not require any persistent identifier or any record of your activities elsewhere. Interest-based advertising, by contrast, shows you an ad based on a profile of your activities aggregated over time and across sites. The cookies and pixels described above are used for interest-based advertising, not contextual advertising. The second distinction is between "sale" of personal information and "sharing" for cross-context behavioral advertising. We do not sell personal information for monetary consideration, but we do engage in sharing for cross-context behavioral advertising as the California Privacy Rights Act defines that term. The legal framework for opting out of each is described in our CPRA Notice and the operational mechanism in our Do Not Sell or Share My Personal Information page.
A small luxury house competing against the marketing budgets of multinational conglomerates faces a particular challenge. Cartier, Tiffany, and Bulgari can rely on television, print, and ambient brand presence built over decades; we cannot. Like most independent jewelry houses operating in the modern market, we depend on digital advertising to reach the clients who are actually considering an engagement ring or a meaningful piece of fine jewelry. The technologies described in this Statement are how we do that. We explain three of the principal reasons below.
Reaching the Right Audience
An engagement ring is a considered purchase made by a small fraction of the population in any given year. Targeting our advertising to people who are actually evaluating engagement rings — rather than spraying it across the entire population — is the difference between an advertising program that supports a small house's continued operation and one that exhausts our budget on impressions that go to people uninterested in our products. Interest-based audiences make this targeting possible.
Measuring What Works
Without conversion tracking, we have no way to know which advertisements are working and which are wasting money. Conversion measurement allows us to attribute purchases back to the campaigns that drove them, learn from those signals, and continuously refine our advertising approach. Without measurement, advertising spend is a black box; with it, we can identify what serves our clients well and what does not.
Continuing the Conversation
Engagement ring purchases happen on a long timeline — many clients spend several months researching, comparing, and consulting before committing. Retargeting allows us to remain in conversation with someone who has shown interest and is in the middle of that consideration process, rather than disappearing from view after a single visit. We use retargeting in moderation; we do not bombard, and we honor opt-outs immediately.
A clear understanding of what we do requires an equally clear understanding of what we do not do. The two columns below pair our actual advertising practices against the practices we have specifically declined to adopt. The asymmetry is intentional — the boundaries we have chosen not to cross are as much a part of our position as the activities we have chosen to undertake.
What We Do
- Deploy advertising and analytics pixels. We use Meta Pixel, Google Ads tags, TikTok Pixel, Pinterest Tag, Shopify marketing integrations, and Google Analytics 4 for measurement, conversion tracking, and audience definition.
- Build advertising audiences. We define audiences such as "visitors who viewed engagement ring collections" or "previous purchasers" for use in advertising campaigns on the platforms listed above.
- Use Custom Audiences and lookalike audiences. We upload hashed email addresses of opted-in subscribers to Meta Custom Audiences, and we use lookalike modeling to find similar potential clients.
- Conduct retargeting. We display advertising to visitors who have viewed our products and not yet purchased, in the moderate frequency described in Section 2.
- Measure conversions and attribution. We use Conversions API and Events API integrations alongside browser pixels to support measurement when browser tracking is unavailable.
What We Do Not Do
- Sell personal information for money. We do not sell personal information for monetary consideration to data brokers, advertising networks, or any third party. Sale Status: None.
- Participate in cross-publisher identity graphs. We do not contribute to or query third-party identity-resolution networks (such as LiveRamp, ID5, or similar services) that link consumer activity across unrelated publishers.
- Transmit sensitive personal information. We do not send government identification numbers, account passwords, contents of customer-service correspondence, or precise geolocation history to advertising partners.
- Build behavioral profiles on sensitive inferences. We do not target advertising based on inferred health conditions, religious beliefs, political affiliations, or other sensitive inferences that would be ethically problematic and legally risky.
- Knowingly target minors. We do not knowingly target advertising to individuals under sixteen years of age. The protections of CPRA Section 7 apply automatically to any minor who may inadvertently come into our advertising audiences.
The advertising industry has developed self-regulatory frameworks that allow consumers to opt out of interest-based advertising delivered by participating member companies. These frameworks predate most modern privacy legislation and remain operational alongside it. They are useful tools but they have important limitations, which we describe below.
The DAA is the principal U.S. self-regulatory body for interest-based advertising. The DAA's AdChoices program allows consumers to opt out of interest-based advertising delivered by participating companies through a centralized opt-out tool. Many of our advertising partners, including Meta, Google, and Pinterest, are DAA participants.
What it does: Sets opt-out cookies for participating companies, instructing them to stop delivering interest-based advertising to your browser. What it does not do: The opt-out applies only to the specific browser on which it is set. Switching browsers, devices, or clearing cookies generally requires re-opting out. The opt-out also does not prevent the underlying data collection — it only prevents the use of that data for advertising delivery.
The NAI is a self-regulatory association of advertising technology companies operating primarily in the United States. NAI member companies undertake additional compliance commitments beyond DAA membership and are subject to NAI's accountability program.
What it does: Provides a centralized opt-out tool that detects active advertising cookies set by NAI member companies on your browser and offers a one-click opt-out for each. What it does not do: Like the DAA tool, the NAI opt-out applies only to the specific browser used. The NAI member list is a subset of the broader advertising ecosystem, so some advertising technology companies are not covered.
The European Digital Advertising Alliance (EDAA) operates the Your Online Choices framework for the European Economic Area, the United Kingdom, and Switzerland. The framework parallels the DAA program in the United States, with a separate cookie infrastructure adapted to European data protection requirements.
What it does: Provides browser-based opt-out for participating advertising companies serving European audiences. What it does not do: Like the U.S. frameworks, EDAA opt-out is browser-specific. European users may also exercise their full GDPR rights independently of EDAA participation; see our GDPR Notice for the comprehensive set of European rights.
A complete opt-out from interest-based advertising requires action across multiple layers — the browser, the platform account, the operating system, and the website. We provide a complete map of these layers below, with the specific link or setting for each. The map is comprehensive; you do not need to use all of these mechanisms to be effectively opted out, but each addresses a different layer of the advertising ecosystem.
Layer One: Since Love Jewelry Direct Mechanisms
Cookie Preference Center
Do Not Sell or Share Form
Layer Two: Platform Account Settings
Each major advertising platform allows you to manage advertising preferences within your platform account. These settings apply to advertising delivered to you on that platform, regardless of which advertiser is running the campaign.
Meta Ad Preferences
Google Ad Settings
TikTok Ad Personalization
Pinterest Personalization
Layer Three: Browser and Device Controls
Your browser and your device operating system each provide their own controls that affect advertising. These controls apply across all websites and platforms you use, providing protection beyond any single advertiser or platform.
Global Privacy Control (GPC)
Mobile Advertising ID Reset
Layer Four: Industry Frameworks
The DAA, NAI, and EDAA frameworks described in Section 4 provide centralized opt-out tools that apply across multiple participating companies. Use these in addition to the layers above for the most comprehensive coverage.
The categories of information that flow to advertising partners are described in detail in our CPRA Notice Section 2 and in our Cookie Policy. We summarize the categories here for the convenience of any reader who wants to understand specifically what data is involved in interest-based advertising at Since Love Jewelry, paired with the categories that we deliberately withhold.
Categories Transmitted to Advertising Partners
- Online identifiers. Cookie IDs set by Meta, Google, TikTok, Pinterest, and Shopify advertising tags. Mobile advertising identifiers (IDFA, AAID) where applicable.
- Hashed email addresses. Where you have provided an email address to us (account creation, newsletter signup, purchase), we may upload a hashed version of that email address to advertising platforms for Custom Audience matching. Hashing reduces but does not eliminate the linkability of the identifier.
- Device and browser information. Device type, browser type and version, operating system, screen resolution, language settings, time zone.
- IP address and approximate geolocation. IP address (often masked or truncated) and the country or region inferred from it. We do not transmit precise geolocation derived from device GPS.
- Page-view and product-view activity on our website. Pages visited, products examined, time spent on key pages, navigation paths.
- Cart and checkout events. Items added to cart, items removed from cart, initiation of checkout flow, completion of purchase, cart abandonment.
- Purchase events. Confirmation of purchase, purchase value (in aggregate categories rather than precise amounts), and conversion attribution.
- Advertising interaction data. Ad impressions, clicks, and engagement on our advertising on Meta, Google, TikTok, and Pinterest properties.
Categories Deliberately Withheld
- Government-issued identification. Driver's license images, passport numbers, Social Security numbers, and other government identifiers collected for fraud verification or customs clearance are not transmitted to advertising partners.
- Account credentials. Passwords, authentication tokens, security questions and answers are not transmitted to advertising partners.
- Contents of customer-service correspondence. The substance of email, chat, and telephone conversations with our customer service team is retained for service purposes only and is not transmitted to advertising partners.
- Precise geolocation. GPS-derived location data collected for features such as nearest-boutique discovery is used only for the immediate purpose and is not transmitted to advertising partners.
- Sensitive purchase categories at the SKU level. While we transmit aggregate categories of purchase activity (e.g., "engagement ring purchase"), we work to limit the granularity at which specific SKU details, custom design specifications, or personally meaningful inscription content reach advertising partners.
Using interest-based advertising responsibly is not the same as using it minimally. The five commitments below are the operational boundaries we apply to our advertising program. They are not aspirational principles or marketing language; they are concrete practices that govern how we configure, audit, and monitor our advertising on Meta, Google, TikTok, Pinterest, and Shopify. Where we have made these commitments, we apply them across all campaigns, all platforms, and all geographies in which we operate.
How we configure and audit our advertising
These commitments translate the principles of responsible advertising into specific operational decisions. Each is verifiable in practice — the configuration of any campaign on any platform can be inspected to confirm compliance with each commitment, and our advertising team conducts quarterly audits against these standards.
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01— No Algorithmic Discrimination in Audience TargetingWe do not configure advertising audiences using protected demographic characteristics that the platform makes available. We do not exclude audiences by inferred race, ethnicity, religion, sexual orientation, or other protected classifications. We use lookalike audiences only with safeguards to ensure that the modeling does not introduce illegitimate exclusion, and we monitor for proxy variables that might indirectly produce discriminatory targeting.
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02— No Targeting in Vulnerable MomentsWe do not configure campaigns to target audiences inferred to be in moments of bereavement, recent divorce, financial distress, or medical crisis. While advertising platforms may permit such inferences technically, we treat these life moments as outside the legitimate scope of jewelry advertising. Engagement-related advertising is targeted to consumers who have shown affirmative interest in considering an engagement, not to consumers algorithmically inferred to be vulnerable.
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03— No Income or Financial ProfilingWe do not target high-value advertisements based on inferred household income, credit profile, or financial vulnerability indicators. Our pricing is the same for every client regardless of advertising path; we do not use advertising-derived inferences about ability to pay as inputs to pricing or product offering decisions. Advertising partners may use such inferences in their own audience definitions, but we do not configure campaigns to take advantage of them.
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04— Quarterly Platform AuditOur advertising team conducts a quarterly audit of every active campaign on every platform to verify configuration compliance with the commitments above and with our broader privacy and advertising policies. The audit includes targeting parameter review, exclusion list review, audience definition review, frequency cap review, and creative content review. Audit findings drive corrections to non-compliant configurations and updates to internal training.
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05— No Behavioral Profiles on Sensitive InferencesWe do not build, query, or target audiences based on inferred sensitive personal information — health conditions, religious or philosophical beliefs, political affiliations, sexual orientation, or other categories that the California Privacy Rights Act and equivalent laws define as sensitive. If an advertising partner offers audience segments based on such inferences, we do not subscribe to those segments. Our audience definitions are limited to product-interest signals and engagement-stage signals, not to inferred sensitive characteristics.
Annual Update Cycle
This Statement is reviewed and updated at least annually. The five commitments above will be expanded as our practice evolves and as regulatory guidance develops. Material changes to this Statement will be notified to clients with active accounts by email at least thirty days before they take effect, with a renewed opportunity to opt out before any expanded practice begins.