Data Processing Options let an advertiser limit Meta's use of the data sent from their ad account and pixel — for example, restricting data from being used for certain kinds of ad personalization — typically configured to satisfy privacy regulations such as the California Consumer Privacy Act. Enabling restrictive DPO settings can reduce optimization quality since it limits what the delivery system can use.
Agencies operating across US states with varying privacy laws configure DPO settings per client based on where their customers are located and what the client's own privacy policy commits to, balancing legal compliance against the performance cost of restricting data use.
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