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| 53. | Providers should consider whether and, if so, how consumers can and do use privacy protection settings on their services, given that the use of such settings can affect the possibility to personalise ranking. Illustrative example An online marketplace ‘personalises’ ranking by assigning up to 10 000 predefined ‘features’ to individual consumers. The provider finds that this can be highly effective in ordering its business users’ offers (i.e. in ranking), although the effectiveness of its personalisation mechanism is heavily affected by the privacy settings used by its consumers. Depending on the number, heterogeneity and privacy preferences of consumers active on the service concerned, ranking outcomes can therefore vary greatly. Also, the provider may have designed its ranking mechanism to weigh other factors, such as paid ranking more heavily in cases or at times where personalisation is less effective. In such a situation, the provider may need to include these factual insights in the description of its main parameters determining ranking and the reasons for their relative importance, so as to allow the business users to properly understand the ranking mechanism, without however overburdening or confusing the business users by listing thousands of individual features of the mechanism used.

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Source: EUR-Lex (Cellar) · retrieved 2026-09-25 · Text as adopted (Official Journal); later amendments are not incorporated in this text.