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Home/Insights/AI Agents: How They Work, Where They Fit, and How to Control Them
  • AI & Automation
  • Customer Experience

AI Agents: How They Work, Where They Fit, and How to Control Them

Learn what AI Agents do, how they use tools and data, where they fit in business workflows, and how to deploy them safely.

Digital Optad23 October 202613 min read
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In this article
  1. What AI Agents Are and How They Work
  2. The Agent Loop: Observe, Decide, Act, Check
  3. Tools Turn Language Into Real Action
  4. Memory Is Useful, but It Is Not Neutral
  5. Choosing the Right Job for an AI Agent
  6. AI Agents Versus Ordinary Workflow Automation
  7. Start With a Narrow, Observable Workflow
  8. Use Reversibility to Set the Autonomy Level
  9. Building Agents That Can Act Safely
  10. Give Every Agent Its Own Identity
  11. Place Approval at the Point of Action
  12. Treat External Content as Untrusted Input
  13. Build Trust Boundaries Into Multi Agent Systems
  14. Governing Risk, Cost, and Accountability
  15. Model Risk as Autonomy, Privilege, and Environment
  16. Evaluate Outcomes, Not Just Fluent Responses
  17. Cost Limits Are a Reliability Control
  18. Make Recovery Part of the Design
  19. Key Takeaways
  20. Frequently Asked Questions
  21. What Is an AI Agent?
  22. How Is an AI Agent Different From a Chatbot?
  23. Can AI Agents Browse the Web, Send Email, or Edit Files?
  24. When Should a Business Use an AI Agent Instead of Standard Automation?
  25. How Much Autonomy Should an AI Agent Have?
  26. Can an AI Agent’s Memory Be Poisoned?
  27. Are Multi Agent Systems Better Than One Agent?
  28. How Can Organizations Prevent Unauthorized Agent Actions?
  29. Sources/References

AI Agents are software systems that can pursue a goal, choose steps, use connected tools, and act with limited autonomy. Unlike a basic chatbot that mainly answers questions, an agent can inspect information, decide what to do next, and complete parts of a workflow. That capability can reduce manual work, but it also creates new questions about permissions, oversight, cost, and accountability.

Illustration of an AI agent connecting securely to business tools with human approval controls.

Table of Contents

  1. What AI Agents Are and How They Work
  2. Choosing the Right Job for an AI Agent
  3. Building Agents That Can Act Safely
  4. Governing Risk, Cost, and Accountability
  5. Key Takeaways
  6. Frequently Asked Questions

What AI Agents Are and How They Work

An AI agent is a software system that works toward an objective by interpreting information, making decisions, and using tools. The model behind it may be a large language model, but the model alone is not the agent. The agent also needs instructions, access to data, a tool layer, memory rules, permissions, and limits on what it may do.

Put simply, a chatbot is often like a helpful receptionist: it responds when someone asks a question. An AI agent is closer to an operations assistant with a defined task. It may read an incoming request, check a database, prepare a response, update a record, and ask for approval before sending anything externally.

IEEE-USA describes agentic AI systems as generative-model-powered programs that can use tools, services, and data to take actions without every business rule being fully hardcoded. Its agentic AI policy submission to NIST highlights this important distinction: the system can select among available actions rather than simply follow one fixed path.

The Agent Loop: Observe, Decide, Act, Check

Most useful agents follow a repeating operating cycle:

  1. Observe: The agent receives a request, event, document, system alert, or data record.
  2. Interpret: It identifies the task, relevant constraints, and information it may need.
  3. Plan: It breaks a broad goal into smaller steps, such as searching records before drafting a reply.
  4. Use tools: It calls an approved API, queries a database, reads a file, creates a draft, or triggers a workflow.
  5. Check results: It confirms whether the tool worked, compares the outcome with the goal, and either continues or stops.
  6. Escalate when needed: It requests human input when confidence is low or the next action has meaningful consequences.

Consider a service business receiving an email asking for an appointment change. A narrowly designed agent could identify the customer, check availability, prepare alternative times, and create a draft reply. It should not necessarily confirm the booking by itself. That decision depends on the business rules, customer commitments, and cost of getting it wrong.

Tools Turn Language Into Real Action

Tool use is what makes AI Agents operational. The tools may include:

• A customer relationship management system

• An email platform

• A calendar

• An inventory or accounting application

• A document repository

• A web browser with tightly controlled access

• APIs, webhooks, and internal business systems

The agent should not receive broad access merely because it might need it later. Instead, each tool should expose only the functions required for the task. An agent that checks order status may need read access to shipping records. It does not need authority to refund payments, delete accounts, or change staff permissions.

Memory Is Useful, but It Is Not Neutral

Agent memory can make a workflow more helpful. It may retain customer preferences, prior decisions, task status, or approved business rules across sessions. But persistent memory can also become a control point that affects future actions.

If incorrect or malicious information enters memory, the agent may repeatedly rely on it. For example, a note hidden in a retrieved document could instruct the agent to prioritize a particular supplier or disclose internal information. That is why memory should be treated like business data: scoped, reviewed, time limited, and auditable.

An agent should remember only what it needs to complete an approved task. More memory may improve convenience, but it can also widen privacy and security exposure.

Choosing the Right Job for an AI Agent

AI Agents are most useful when a workflow has variation that is hard to capture with rigid rules, but still has clear boundaries. They are not the best answer to every automation problem.

AI Agents Versus Ordinary Workflow Automation

Conventional automation works well when every step is known. For example, when an online form is submitted, a workflow can create a ticket, send an acknowledgment, and assign the ticket to a team. That process is predictable, measurable, and easy to test.

An agent becomes more useful when the input is messy or the next step depends on context. A customer email may contain multiple requests, incomplete details, and unclear wording. The agent can classify the request, extract key facts, check relevant policies, and route it to the right process.

SituationBetter FitWhy
A form submission always follows the same pathStandard automationFixed logic is easier to test and maintain
Messages arrive in many formats and need interpretationAI agent with narrow toolsLanguage understanding helps classify and prepare work
A payment must be releasedApproval gated workflowFinancial impact requires independent verification
A report needs data from several systemsAgent or hybrid workflowThe agent can coordinate retrieval and summarize findings
A database field needs a routine nightly updateStandard automationThere is little value in autonomous planning

The strongest designs are often hybrid. Standard automation controls the stable steps, while an agent handles interpretation, triage, drafting, or exception handling. This keeps the system understandable and avoids using autonomy where a reliable rule would do better.

Start With a Narrow, Observable Workflow

A sensible first deployment has four traits:

• A clear outcome, such as routing support requests or preparing document summaries

• A small number of approved tools

• Low consequences if the agent makes an error

• A visible audit trail that shows what the agent read, decided, and changed

For instance, an internal knowledge assistant that finds policy documents and drafts answers is generally easier to control than an agent authorized to negotiate contracts. The first task is largely informational. The second can create legal, financial, and reputational consequences.

Infographic showing AI agent capability tiers from read only tasks to high impact actions.

Use Reversibility to Set the Autonomy Level

One practical way to decide how much autonomy an agent should have is to ask a direct question: Can we reverse this action safely and quickly?

Capability TierExample ActionsRecommended Control
Read onlySearch records, summarize documents, identify trendsLogging and output review
Reversible writeCreate a draft, tag a ticket, add a proposed calendar eventAudit log and simple rollback
Approval gated actionSend a customer email, publish content, update a production recordHuman approval immediately before execution
High impact or hard to reverse actionRelease funds, cancel service, delete data, sign agreementsSeparate authorization, validation, and strong human control

This is not a universal industry standard. It is a practical decision method. The same action may fall into different tiers depending on context. Updating a noncritical internal note is not the same as updating a patient record, a legal filing, or a payroll system.

Building Agents That Can Act Safely

Safe design is less about finding a perfect model and more about controlling the full system around it. The agent’s instructions, tools, identity, memory, data sources, and approval path all matter.

Give Every Agent Its Own Identity

An agent should have a distinct identity rather than borrowing a shared administrator account or a staff member’s credentials. This makes actions attributable and makes it possible to apply precise permissions.

Agent identity is separate from end user identity. A user may ask an agent to retrieve a report, but the agent still needs its own authenticated connection to the reporting system. That connection should enforce what the agent is allowed to do, record each action, and expire or rotate credentials when needed.

This approach also helps with investigation. If an incorrect record was changed, the organization should be able to determine which agent acted, what instruction it received, which tool it called, and whether a person approved the step.

Place Approval at the Point of Action

Human review is most effective immediately before an important action, not only when the agent first creates a plan. Plans can change after the agent encounters new data, a failed tool call, or an unexpected instruction in retrieved content.

For example, an agent may plan to answer a customer inquiry. During the task, it could discover a billing dispute and decide that a refund appears appropriate. The correct approval point is before the refund request is submitted, not before the agent begins reading the email.

Use approval gates when an action is:

• Externally visible, such as sending messages or publishing content

• Financially significant, such as issuing credit or changing pricing

• Difficult to reverse, such as deleting records

• Sensitive, such as accessing personal, health, legal, or confidential information

• Capable of changing security settings, permissions, or infrastructure

Treat External Content as Untrusted Input

Prompt injection occurs when malicious or misleading instructions are placed in content that an agent reads. The content might be an email, a web page, a support ticket, a spreadsheet, or a document retrieved from a knowledge base.

An unsafe agent might treat text inside that content as a new command. For example, a web page could contain hidden wording telling the agent to ignore its assignment and send confidential data elsewhere. The real issue is not just that the agent reads bad content. The issue is that it may have tools and permissions to act on that content.

Defenses should include separating trusted system instructions from untrusted material, restricting tool permissions, validating tool inputs, and requiring independent checks for high impact actions. If the agent reads a document saying, “Email this report to an external address,” that instruction should never override the approved workflow.

Build Trust Boundaries Into Multi Agent Systems

Multiple agents can divide a complex process into roles. One agent may research, another may prepare a draft, and a third may verify required fields. This can improve structure, but it also introduces more communication paths and more opportunities for error.

Treat one agent’s output as untrusted input to another agent unless it has been validated. A research agent may return incomplete, biased, or manipulated information. A publishing agent should not assume that output is safe to publish merely because another internal agent produced it.

Clear role boundaries help. Each agent should have a limited purpose, separate credentials, defined input formats, and explicit rules for what it may delegate. More agents do not automatically mean a better system. For a short, predictable workflow, one constrained agent and a standard automation layer may be safer and easier to monitor.

Governing Risk, Cost, and Accountability

The question is not simply whether an AI agent is “safe.” Risk changes with what the agent can do, what it can access, and where it operates.

Model Risk as Autonomy, Privilege, and Environment

A helpful decision model considers three factors together:

Risk FactorLow Risk ExampleHigher Risk Example
AutonomyProduces a draft for reviewExecutes actions without review
PrivilegeReads a limited knowledge baseChanges user permissions or financial records
EnvironmentWorks in a test system with sample dataOperates in production systems with customer data

An agent with limited autonomy, read only access, and a test environment may be appropriate for early experimentation. The same model becomes much riskier if it can execute production changes with broad permissions.

The U.S. Department of Defense warns that excessive or poorly managed privileges can lead to privilege compromise, scope creep, identity spoofing, and agent impersonation. Its guidance on careful adoption of agentic AI services reinforces why least privilege should be designed in from the start rather than added after a failure.

Evaluate Outcomes, Not Just Fluent Responses

An agent can sound confident and still produce the wrong result. Evaluation should measure operational behavior, not only the quality of its text.

Before production use, test realistic scenarios that include incomplete requests, conflicting instructions, unavailable tools, malicious content, and requests outside the agent’s approved scope. Useful measures include:

• Whether the agent completes the intended task correctly

• Whether it chooses the correct tool and parameters

• Whether it refuses actions outside its permissions

• Whether it requests approval at the right point

• Whether changes can be rolled back

• Whether it stops after a defined time, cost, or action limit

There is no single accepted benchmark that can prove every agent is ready for production. A customer support agent may perform well on straightforward messages but fail when a customer combines a cancellation request, a privacy request, and a billing complaint in one email. Testing should reflect those messy cases.

Cost Limits Are a Reliability Control

Agents can repeat steps, retry failed tool calls, or launch chains of dependent actions. Without limits, this can increase API and compute spending quickly. OWASP describes unbounded loops as a possible source of denial of wallet through excessive API or compute consumption.

Set clear operating budgets. Limit the number of tool calls per task, cap total execution time, restrict retries, and stop the workflow when expected progress is not happening. A stalled data retrieval task should fail visibly and create a review item, not continue consuming resources overnight.

Make Recovery Part of the Design

Every write capable agent needs a recovery plan. That means keeping logs, preserving original values where appropriate, recording tool results, and defining who can stop or reverse an action.

Rollback is easiest when actions are designed for it. Creating a draft record is easier to undo than overwriting a final record. Adding a proposed change to a queue is easier to control than applying it directly to a production system. This is another reason to begin with reversible workflows.

Key Takeaways

AI Agents can coordinate information, tools, and decisions across multi step workflows. Their value comes from controlled action, not from unrestricted autonomy.

• Use an agent when the work requires interpretation, context, or flexible task planning.

• Use conventional automation when the process is stable, repetitive, and fully defined.

• Start with narrow tasks, limited tools, clear logs, and actions that can be reversed.

• Set permissions based on the specific job. Do not give an agent broad access for convenience.

• Require approval immediately before externally visible, financial, sensitive, or irreversible actions.

• Treat retrieved content, persistent memory, and messages from other agents as possible sources of unsafe instructions.

• Test whether the agent completes tasks safely, refuses unauthorized actions, respects budgets, and supports rollback.

Frequently Asked Questions

What Is an AI Agent?

An AI agent is software that works toward a goal by interpreting information, selecting steps, using approved tools, and checking results. It can perform parts of a workflow with limited autonomy, rather than only generating a written response.

How Is an AI Agent Different From a Chatbot?

A chatbot usually provides answers or guidance in a conversation. An AI agent may do that too, but it can also use tools such as databases, calendars, email systems, and APIs to complete tasks. The key difference is the ability to act within defined limits.

Can AI Agents Browse the Web, Send Email, or Edit Files?

Yes, if those tools are connected and permissioned. That access should be tightly scoped. An agent allowed to read a folder does not automatically need permission to delete files. An agent that drafts email does not automatically need permission to send it.

When Should a Business Use an AI Agent Instead of Standard Automation?

Use an agent when the input is varied and requires interpretation, such as sorting unstructured customer requests or summarizing information across systems. Use standard automation when every step is predictable. Many practical solutions combine both approaches.

How Much Autonomy Should an AI Agent Have?

The appropriate level depends on reversibility and impact. Read only work can often be more autonomous. Actions involving money, public communication, sensitive data, legal commitments, or production changes should have stricter controls and usually require human approval before execution.

Can an AI Agent’s Memory Be Poisoned?

Yes. If inaccurate or malicious content is stored as trusted memory, it can influence future decisions. Limit what can enter persistent memory, separate memories by user or workflow where needed, expire old information, and make important memory changes reviewable.

Are Multi Agent Systems Better Than One Agent?

Not always. Multiple agents can separate duties and handle complex workflows, but they also create more trust boundaries, communication failures, and monitoring needs. Choose multiple agents only when distinct roles provide a clear benefit that outweighs the added complexity.

How Can Organizations Prevent Unauthorized Agent Actions?

Use least privilege, separate agent identities, tool input validation, approval gates, audit logs, spending limits, and rollback procedures. The most important control is simple: do not give an agent permission to perform an action unless that action is truly required for its defined role.

Sources/References

  1. ieeeusa.org — https://ieeeusa.org/assets/public-policy/policy-log/2026/IEEE-USA-NIST-RFI-Agentic-AI-030926.pdf

  2. media.defense.gov — https://media.defense.gov/2026/Apr/30/2003922823/-1/-1/0/CAREFUL%20ADOPTION%20OF%20AGENTIC%20AI%20SERVICES_FINAL.PDF

  3. cheatsheetseries.owasp.org — https://cheatsheetseries.owasp.org/cheatsheets/AI_Agent_Security_Cheat_Sheet.html

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Previous articleHow South African SMEs Can Automate Customer Enquiries with WhatsApp and AINext articleEnterprise Systems Integration Challenges That Drain Value

In this article

  1. What AI Agents Are and How They Work
  2. The Agent Loop: Observe, Decide, Act, Check
  3. Tools Turn Language Into Real Action
  4. Memory Is Useful, but It Is Not Neutral
  5. Choosing the Right Job for an AI Agent
  6. AI Agents Versus Ordinary Workflow Automation
  7. Start With a Narrow, Observable Workflow
  8. Use Reversibility to Set the Autonomy Level
  9. Building Agents That Can Act Safely
  10. Give Every Agent Its Own Identity
  11. Place Approval at the Point of Action
  12. Treat External Content as Untrusted Input
  13. Build Trust Boundaries Into Multi Agent Systems
  14. Governing Risk, Cost, and Accountability
  15. Model Risk as Autonomy, Privilege, and Environment
  16. Evaluate Outcomes, Not Just Fluent Responses
  17. Cost Limits Are a Reliability Control
  18. Make Recovery Part of the Design
  19. Key Takeaways
  20. Frequently Asked Questions
  21. What Is an AI Agent?
  22. How Is an AI Agent Different From a Chatbot?
  23. Can AI Agents Browse the Web, Send Email, or Edit Files?
  24. When Should a Business Use an AI Agent Instead of Standard Automation?
  25. How Much Autonomy Should an AI Agent Have?
  26. Can an AI Agent’s Memory Be Poisoned?
  27. Are Multi Agent Systems Better Than One Agent?
  28. How Can Organizations Prevent Unauthorized Agent Actions?
  29. Sources/References

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    ▼ Develop and improve services
    Information about your activity on this service, such as your interaction with ads or content, can be very helpful to improve products and services and to build new products and services based on user interactions, the type of audience, etc. This specific purpose does not include the development or improvement of user profiles and identifiers.
    💡 A technology platform working with a social media provider notices a growth in mobile app users, and sees based on their profiles that many of them are connecting through mobile connections. It uses a new technology to deliver ads that are formatted for mobile devices and that are low-bandwidth, to improve their performance.
    💡 An advertiser is looking for a way to display ads on a new type of consumer device. It collects information regarding the way users interact with this new kind of device to determine whether it can build a new mechanism for displaying advertising on this type of device.
    📊 1 vendors
    Legitimate Interest
    ▼ Use limited data to select content
    Content presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type, or which content you are (or have been) interacting with (for example, to limit the number of times a video or an article is presented to you).
    💡 A travel magazine has published an article on its website about the new online courses proposed by a language school, to improve travelling experiences abroad. The school’s blog posts are inserted directly at the bottom of the page, and selected on the basis of your non-precise location (for instance, blog posts explaining the course curriculum for different languages than the language of the country you are situated in).
    💡 A sports news mobile app has started a new section of articles covering the most recent football games. Each article includes videos hosted by a separate streaming platform showcasing the highlights of each match. If you fast-forward a video, this information may be used to select a shorter video to play next.
    📊 0 vendors
    Legitimate Interest
    Special Purposes
    ▼ Ensure security, prevent and detect fraud, and fix errors
    Always active
    Your data can be used to monitor for and prevent unusual and possibly fraudulent activity (for example, regarding advertising, ad clicks by bots), and ensure systems and processes work properly and securely. It can also be used to correct any problems you, the publisher or the advertiser may encounter in the delivery of content and ads and in your interaction with them.
    💡 An advertising intermediary delivers ads from various advertisers to its network of partnering websites. It notices a large increase in clicks on ads relating to one advertiser, and uses data regarding the source of the clicks to determine that 80% of the clicks come from bots rather than humans.
    ▼ Deliver and present advertising and content
    Always active
    Certain information (like an IP address or device capabilities) is used to ensure the technical compatibility of the content or advertising, and to facilitate the transmission of the content or ad to your device.
    💡 Clicking on a link in an article might normally send you to another page or part of the article. To achieve this, 1°) your browser sends a request to a server linked to the website, 2°) the server answers back (“here is the article you asked for”), using technical information automatically included in the request sent by your device, to properly display the information / images that are part of the article you asked for. Technically, such exchange of information is necessary to deliver the content that appears on your screen.
    ▼ Save and communicate privacy choices
    Always active
    The choices you make regarding the purposes and entities listed in this notice are saved and made available to those entities in the form of digital signals (such as a string of characters). This is necessary in order to enable both this service and those entities to respect such choices.
    💡 When you visit a website and are offered a choice between consenting to the use of profiles for personalised advertising or not consenting, the choice you make is saved and made available to advertising providers, so that advertising presented to you respects that choice.
    Features
    These means of processing can be used solely in pursuit of one or several purposes for which you are given a choice in this notice.
    ▼ Match and combine data from other data sources
    Always active
    Information about your activity on this service may be matched and combined with other information relating to you and originating from various sources (for instance your activity on a separate online service, your use of a loyalty card in-store, or your answers to a survey), in support of the purposes explained in this notice.
    💡 You used your loyalty card when purchasing sunglasses at a local boutique. If you later browse content relating to summer travel, this information may be combined with your previous purchase recorded by the boutique’s loyalty program to present you with ads for swimsuits or other beach accessories.
    📊 1 vendors
    ▼ Link different devices
    Always active
    In support of the purposes explained in this notice, your device might be considered as likely linked to other devices that belong to you or your household (for instance because you are logged in to the same service on both your phone and your computer, or because you may use the same Internet connection on both devices).
    💡 You visited an online retailer website from your computer to look at mystery books and you consented to your data being used to create profiles for personalised advertising. If you later browse on your phone using the same Wifi, a vendor may infer you have been using both devices and you may be presented with an ad about the same mystery books in the mobile app you are using, but only if you have consented to receiving personalised advertising on this app.
    📊 1 vendors
    ▼ Identify devices based on information transmitted automatically
    Always active
    Your device might be distinguished from other devices based on information it automatically sends when accessing the Internet (for instance, the IP address of your Internet connection or the type of browser you are using) in support of the purposes exposed in this notice.
    💡 When you see an ad in your weather forecast app, some technical details that your device always transmits when accessing the Internet (such as the IP address of your Wifi and the version of your device’s operating system) can be used for instance to limit the number of times you see the same ad in other apps.
    📊 1 vendors
    Special Features
    ▼ Use precise geolocation data
    With your acceptance, your precise location (within a radius of less than 500 metres) may be used in support of the purposes explained in this notice.
    📊 0 vendors
    ▼ Identify devices based on information actively requested
    With your acceptance, certain characteristics specific to your device might be requested and used to distinguish it from other devices (such as the installed fonts or plugins, the resolution of your screen) in support of the purposes explained in this notice.
    📊 0 vendors

    Your choices about vendors apply only to purposes and special features.

    You cannot object here to the processing of your personal data for special purposes.

    Special features may be used for the special purpose Ensure security, prevent and detect fraud, and fix errors regardless of your choice about special features.

    Some partners process your data on the basis of legitimate interest, which you have the right to object to.
    This may include IP addresses, usage identifiers, browsing behaviour, and device identifiers.
    Your consent applies to this website only.
    Legitimate Interest: Purposes
    ▼ Use limited data to select advertising
    Advertising presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type or which content you are (or have been) interacting with (for example, to limit the number of times an ad is presented to you).
    💡 A car manufacturer wants to promote its electric vehicles to environmentally conscious users living in the city after office hours. The advertising is presented on a page with related content (such as an article on climate change actions) after 6:30 p.m. to users whose non-precise location suggests that they are in an urban zone.
    💡 A large producer of watercolour paints wants to carry out an online advertising campaign for its latest watercolour range, diversifying its audience to reach as many amateur and professional artists as possible and avoiding showing the ad next to mismatched content (for instance, articles about how to paint your house). The number of times that the ad has been presented to you is detected and limited, to avoid presenting it too often.
    1 vendors
    ▼ Measure advertising performance
    Information regarding which advertising is presented to you and how you interact with it can be used to determine how well an advert has worked for you or other users and whether the goals of the advertising were reached. For instance, whether you saw an ad, whether you clicked on it, whether it led you to buy a product or visit a website, etc. This is very helpful to understand the relevance of advertising campaigns.
    💡 You have clicked on an advertisement about a “black Friday” discount by an online shop on the website of a publisher and purchased a product. Your click will be linked to this purchase. Your interaction and that of other users will be measured to know how many clicks on the ad led to a purchase.
    💡 You are one of very few to have clicked on an advertisement about an “international appreciation day” discount by an online gift shop within the app of a publisher. The publisher wants to have reports to understand how often a specific ad placement within the app, and notably the “international appreciation day” ad, has been viewed or clicked by you and other users, in order to help the publisher and its partners (such as agencies) optimise ad placements.
    1 vendors
    ▼ Understand audiences through statistics or combinations of data from different sources
    Reports can be generated based on the combination of data sets (like user profiles, statistics, market research, analytics data) regarding your interactions and those of other users with advertising or (non-advertising) content to identify common characteristics (for instance, to determine which target audiences are more receptive to an ad campaign or to certain contents).
    💡 The owner of an online bookstore wants commercial reporting showing the proportion of visitors who consulted and left its site without buying, or consulted and bought the last celebrity autobiography of the month, as well as the average age and the male/female distribution of each category. Data relating to your navigation on its site and to your personal characteristics is then used and combined with other such data to produce these statistics.
    💡 An advertiser wants to better understand the type of audience interacting with its adverts. It calls upon a research institute to compare the characteristics of users who interacted with the ad with typical attributes of users of similar platforms, across different devices. This comparison reveals to the advertiser that its ad audience is mainly accessing the adverts through mobile devices and is likely in the 45-60 age range.
    1 vendors
    ▼ Develop and improve services
    Information about your activity on this service, such as your interaction with ads or content, can be very helpful to improve products and services and to build new products and services based on user interactions, the type of audience, etc. This specific purpose does not include the development or improvement of user profiles and identifiers.
    💡 A technology platform working with a social media provider notices a growth in mobile app users, and sees based on their profiles that many of them are connecting through mobile connections. It uses a new technology to deliver ads that are formatted for mobile devices and that are low-bandwidth, to improve their performance.
    💡 An advertiser is looking for a way to display ads on a new type of consumer device. It collects information regarding the way users interact with this new kind of device to determine whether it can build a new mechanism for displaying advertising on this type of device.
    1 vendors
    Special Purposes
    ▼ Ensure security, prevent and detect fraud, and fix errors
    Always active
    Your data can be used to monitor for and prevent unusual and possibly fraudulent activity (for example, regarding advertising, ad clicks by bots), and ensure systems and processes work properly and securely. It can also be used to correct any problems you, the publisher or the advertiser may encounter in the delivery of content and ads and in your interaction with them.
    💡 An advertising intermediary delivers ads from various advertisers to its network of partnering websites. It notices a large increase in clicks on ads relating to one advertiser, and uses data regarding the source of the clicks to determine that 80% of the clicks come from bots rather than humans.
    1 vendors
    ▼ Deliver and present advertising and content
    Always active
    Certain information (like an IP address or device capabilities) is used to ensure the technical compatibility of the content or advertising, and to facilitate the transmission of the content or ad to your device.
    💡 Clicking on a link in an article might normally send you to another page or part of the article. To achieve this, 1°) your browser sends a request to a server linked to the website, 2°) the server answers back (“here is the article you asked for”), using technical information automatically included in the request sent by your device, to properly display the information / images that are part of the article you asked for. Technically, such exchange of information is necessary to deliver the content that appears on your screen.
    1 vendors
    ▼ Save and communicate privacy choices
    Always active
    The choices you make regarding the purposes and entities listed in this notice are saved and made available to those entities in the form of digital signals (such as a string of characters). This is necessary in order to enable both this service and those entities to respect such choices.
    💡 When you visit a website and are offered a choice between consenting to the use of profiles for personalised advertising or not consenting, the choice you make is saved and made available to advertising providers, so that advertising presented to you respects that choice.
    1 vendors
    Legitimate Interest · Vendors (1)
    Google Advertising Products GVL #755 IAB TCF
    Privacy Policy ↗
    Consent: Purposes: Store and/or access information on a device, Create profiles for personalised advertising, Use profiles to select personalised advertising
    Legitimate Interest: Purposes: Use limited data to select advertising, Measure advertising performance, Understand audiences through statistics or combinations of data from different sources, Develop and improve services
    Special Purposes: Ensure security, prevent and detect fraud, and fix errors, Deliver and present advertising and content, Save and communicate privacy choices
    Features: Match and combine data from other data sources, Link different devices, Identify devices based on information transmitted automatically
    ⚖️ Legitimate Interest ↗
    🕐 Max. storage duration: 396 days
    💾 Also uses non-cookie storage
    View details at the vendor ↗
    📋 Data categories: IP addresses, Device characteristics, Device identifiers, Probabilistic identifiers, Authentication-derived identifiers, Browsing and interaction data, User-provided data, Non-precise location data, Users’ profiles, Privacy choices
    Retention period: 548 days
    Legitimate Interest
    Cookie Consent
    This cookie is required for the basic functionality of the website.
    Category: essential
    🕐 Retention period: Session
    Always active
    WhatsApp Business
    Meta Platforms · US
    Chat widget detected on website
    Category: functional
    Privacy Policy ↗
    calendly.com
    Cookies from calendly.com
    Category: marketing
    🕐 Retention period: Session
    Cloudflare
    Cloudflare, Inc. · Cloudflare, Inc., 101 Townsend St, San Francisco, CA 94107, USA
    This cookie is required for the basic functionality of the website.
    Category: essential
    Legal basis: Art. 6(1)(f) GDPR
    🕐 Retention period: 30 minutes
    Privacy Policy ↗
    Always active
    Google
    Google LLC · Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
    This cookie is used for advertising and tracking purposes.
    Category: functional
    Legal basis: Art. 6(1)(a) GDPR
    🕐 Retention period: 6 months
    Privacy Policy ↗
    Biscotti CMP stores your consent choice in your browser's local storage (up to 180 days).
    Consent ID: v_dsi1yx5emmrmvkvqz7v · biscotti_consent
    Look up your consent data · 11:21 UTC
    Digital Optad