“Business purpose” means the use of personal information for the business’ operational purposes, or other notified purposes, or for the service provider or contractor’s operational purposes, provided that the use of personal information shall be reasonably necessary and proportionate to achieve the purpose for which the personal information was collected or processed or for another purpose that is compatible with the context in which the personal information was collected. Business purposes are:
(1) Auditing related to counting ad impressions to unique visitors, verifying positioning and quality of ad impressions.
(2) Helping to ensure security and integrity to the extent the use of the consumer’s personal information is reasonably necessary and proportionate for these purposes.
(3) Debugging to identify and repair errors that impair existing intended functionality
(4) Short-term, transient use, including, but not limited to, nonpersonalized advertising
(5) Performing services on behalf of the business
(6) Providing advertising and marketing services, except for cross-context behavioral advertising, to the consumer provided that, a service provider shall not combine the personal information of opted-out consumers that the service provider receives from the business with personal information that the service provider receives from another person or persons or collects from its own interaction with consumers.
(7) Undertaking internal research for technological development and demonstration.
(8) Undertaking activities to improve, upgrade, verify or maintain the quality or safety of a service or device that is owned, manufactured, manufactured for, or controlled by the business.