01 / Context first
Use the page’s purpose as the primary signal.
A visitor reading about home charging has already supplied useful context by choosing that page. A relevant campaign can be selected from that visible topic rather than an inferred personal dossier. Contextual placement also makes creative review easier: the connection between the content and advert can be inspected by a person.
02 / Data minimisation
Collect only what the reporting decision needs.
Before adding a metric, ask what decision it supports. Delivery count, eligible placement, click count and destination response may be enough for an early campaign. Extra identifiers should not be collected merely because a platform can collect them.
03 / Definitions
Make every reported number understandable.
- Eligible page: a page approved for the campaign context.
- Impression: a defined advert delivery event—not proof that a person read it.
- Click: activation of the campaign destination—not proof of purchase.
- Period: the agreed reporting window and timezone.
Reports should state exclusions, interruptions and limitations rather than turning an estimate into certainty.
04 / Visitor control
Keep privacy information close and usable.
EVHubUK publishes a network privacy notice and keeps contact routes available for questions. Where a technology requires consent, its purpose should be described in ordinary language and refusal should not be disguised.