Interest-Based Advertising and Media Notice

1.0 General information about this notice

This notice provides you with information about how you may receive targeted advertisements on Loblaw’s and third-party websites and mobile applications.

When we provide tailored advertisements, these advertisements may:

• Promote Loblaw, its affiliates and/or its associated banner stores, products and services.

• Promote third-party products and services through Loblaw’s retail media network.

This notice describes how we collect, use and share personal information to deliver targeted ads, identify general advertising categories that may interest you and report on effectiveness of media campaigns.

For more information on how we collect, use, and share your personal information, and your privacy choices, please visit the Loblaw Privacy Policy.

2.0 What information do we collect?

2.1 Information we collect

The information we collect can include:

• Information about your device, browser, and operating system

• Loyalty-related transaction information (e.g. products and services you purchase in our stores or elsewhere using your PC Optimum account).

• Contact information (e.g. email address and phone number).

• Your online activity and the content you interact with on our or third-party websites and applications (e.g. when you view a product or service, visit a web page, or scroll through or click on an advertisement).

To make the content as relevant as possible for you, we may link this information across the different devices you use or combine it with other information we collect about you.

Most of the digital activity information we collect is about your activity as a member of our Loyalty Program with an online account. For more information about how we handle personal information of Loyalty Program members, and your privacy choices, please read our Loyalty Notice.

2.2 How we collect or access personal information

We may collect the personal information described above from different sources:

• We collect digital activity information from your device or application.

• We collect digital activity information through cookies and similar technologies. For more information, read Section 2.0 of the Loblaw Privacy Policy.

• We collect information about your interactions with ads from our advertising partners

• We may also access or receive information from our clients and partners in secure environments, such as data clean rooms, to generate advertising and campaign insights. For more information about our use of data clean rooms, read Section 7.0 of the Loblaw Privacy Policy.

3.0 How do we use this information?

We may use your information for advertising purposes, including to:

• Deliver advertisements tailored to you on our and third-party websites and mobile applications apps (including social media platforms).

• Improve our targeted advertising.

• Identify which general advertising categories may be of interest to you (e.g., beauty buyers, coffee buyers, organic product buyers).

• Evaluate the effectiveness of media campaigns and to understand how well our and third-party advertising performs with different interest-based audience groups.

We will not use your personal health information, personal financial information, and highly sensitive product information (i.e., data about your personal lifestyle choices or products which may be of an intimate nature such as weight, political or religious affiliations, etc.) for targeted advertising purposes, without your express consent.

Our retail media network provides its clients with certain managed and self-service capabilities to reach Loblaw customers with tailored advertisements on our websites and applications and other third-party owned properties, including by engaging in similar data-sharing practices with third-party platforms described under Section 4.0.

In addition, we measure and report on the effectiveness of media campaigns, including as a commercial offering. This may include campaigns we run for our clients, as well as campaigns delivered by third-party advertising networks (including broadcasting services providers, or other advertising or social media platforms) to their own customers. For this purpose, we use privacy-sensitive tools, such as data clean rooms, designed to ensure that your personal information is not shared with our clients and third-party advertising networks except as described in Section 4.0 below. The insights we generate may include, for example, the percentage of customers who received an advertisement, the websites and mobile applications where the ad campaign performed best, and estimated sales conversion.

4.0 How do we share this information?

We share limited personal information (e.g., masked email address and/or phone number) with certain social media platforms and other organizations who we partner with, to ensure that the ads you see are more relevant to you.

We also share your information with our service providers and other third parties as set out in Section 4.0 of the Loblaw Privacy Policy, including the following:

• Social media and search platforms to present targeted advertising to their users, and to measure performance of advertising campaigns delivered on the platform.

• Digital advertising technology providers who enable advertisers and website or digital property owners to transact over advertising opportunities on the digital property.

• Service providers who provide services to Loblaw that enable us to engage in targeted advertising and related analytics and reporting for the benefit of Loblaw and Loblaw's retail media network clients (e.g. data clean room providers).

We do not sell your personal information to any organization or person; the only exception is if we sell or transfer any part of our business.

5.0 What are your privacy choices?

You can opt out of targeted advertising and related activities by contacting our Customer Relations Centre at 1-800-296-2332, by submitting your request in writing to the Loblaw Privacy Office through the Privacy Request Form(Open in a new tab) or by accessing the PCiD^TM Account Centre. If you opt out, you will still see ads, but they may be less relevant to you. If you participate in our Loyalty Programs using an online account, you will continue to receive personalized offers.

For more information about your privacy choices, including how to manage cookies and similar technologies, please see Section 6.0 of the Loblaw Privacy Policy.

It may take some time for all of our records to reflect changes in your preferences. For example, if you request that you not receive targeted advertising, your preference may not be captured for an advertising campaign already in progress.

6.0 Who can you contact with questions about this notice?

If you have privacy questions relating to this notice, please refer to Section 10 of the Loblaw Privacy Policy for contact information.