Dice have released
some information about their somewhat controversial advertising system in Battlefield 2142:
The in-game advertisement is respectful of players' privacy: it never accesses files not directly related to the game, and it does not capture personal data such as cookies, account login detail, gameplay behaviour or surfing history. As it is an integrated part of Battlefield 2142 and not a separate program, it only runs when the game is running.
Because BF2142 delivers ads by region, the IP address of the player is used to determine the region of the player and helps serve ads by region and language; for instance, a player in Paris will be presented with ads in French. Note that this IP address is not stored on the advertisement server and is not repurposed for other uses.
See the full statement for more information.