; and (B) is not operated by a nonprofit entity that would otherwise be exempt from coverage under section 5 of the Federal Trade Commission Act ( 15 U.S.C. 45 ). (4) DNT signal The term DNT signal means a signal sent by a connected device, such as the hypertext transfer protocol developed by the World Wide Web Consortium Working Group on Tracking Preference Expression, that is designated by the Commission for purposes of the Do Not Track program required under section 3(b). (5) First-party operator The term first-party operator means an operator of a website on the internet, an online service, an online application, or a mobile application with which a user intends to connect, but does not include an operator of an advertisement that appears on such a website, service, or application or a program used to log in to such a website, service, or application (if the operator of such advertisement or program is different from the operator of the website, service, or application). (6) Targeted advertising (A) In general The term targeted advertising means a form of advertising where advertisements are displayed to a user based on the user's traits, information from a profile about the user that is created for the purpose of selling advertisements, or the user's previous online or offline behavior. (B) Limitation Such term shall not include contextual advertising, including— (i) advertising that is directed to a user based on the content of the website, online service, online application, or mobile application that the user is connected to