Advertising and associated personal settings

Control what information we can use to personalize your experience

When you use our website, you can control what information you want to share, and you can update these settings at any time. This describes how we use cookies, work with advertising partners, and collect information from your different devices to provide a consistent and personalized experience for you. For an optimal user experience, you should activate all sliders below and thus give us your overall consent. If you would like to change the settings only for individual processing purposes and/or partners, you can do this at any time by activating the slider below for the respective processing purpose for all or individual partners. If you only make your settings for individual partners within the scope of a intended purpose, this setting will automatically be adopted for the partner(s) in question for further processing purposes.

TCF partner

For information about each partner and to make your selection, click View Partners in each of the following sections . To opt out, go to NAI , DAA , or EDA .

Cookies, device or similar online identifiers (e.g. login-based identifiers, randomly generated identifiers, network-based identifiers) may be stored together with other information (e.g. browser type and browser information, language, screen size, supported technologies, etc.). stored on your device or read from there in order to recognize it every time it accesses an app or a website. This is done for one or more of the processing purposes listed here.

• Most of the processing purposes explained in this notice are based on storing or accessing information on your device when you use an app or visit a website. For example, it may be necessary for a provider or website operator to store a cookie on your device when you first visit a website in order to recognize it on your next visits (by retrieving this cookie each time).

Using reduced data to select advertisements

Advertisements presented to you on this Service may be based on reduced data, such as: such as the website or app you are currently using, your approximate location, your device type, or the content you are interacting with (or have interacted with) (e.g. to limit the frequency of advertising served to you). .

• A car manufacturer wants to promote its electric vehicles to environmentally conscious users who live in the city after work. The ad will be shown to users whose approximate location suggests they are in an urban area on a page with similar content (e.g. an article about climate action) after 6:30 p.m.
• A large watercolor manufacturer wants to run an online advertising campaign for its latest range of watercolors. The aim is to diversify the target group to reach as many amateur and professional artists as possible, and to avoid showing the ad next to inappropriate content (e.g. articles about painting the house). The number of times the ad has been presented to you is tracked and limited to prevent you from seeing it too often.

Creation of profiles for personalized advertising

Information about your activities on this Service (such as forms filled out, content viewed) may be stored and combined with other information about you (e.g. information from your previous activity on this Service or other websites or apps) or similar users. These are then used to create or improve a profile about you (this may include, for example, possible interests and personal characteristics). Your profile may be used (including at a later date) to enable us to present you with advertising that is likely to be more relevant to you based on your possible interests.

• For example, if you read several articles about the best bike accessories on the market, that information can be used to create a profile about your interest in bike accessories. Such a profile may be used or enhanced at a later date on the same or another website or app to show you advertisements for a particular brand of bicycle accessories. Also, if you view a vehicle configurator on a luxury car manufacturer's website, this information may be combined with your interest in bicycles to refine your profile and lead to the assumption that you are interested in luxury bicycle equipment.
• A clothing company wants to promote its new line of high-quality baby clothes. It contacts an agency that has a network of high-income customers (e.g. high-end supermarkets) and asks the agency to send profiles of young parents or couples Create people who can be assumed to be wealthy and have recently had a child, so that they can later be used to advertise on partner apps.

Using profiles to select personalized advertising

Advertisements shown to you on this Service may be based on your advertising profile. This advertising profile may include your activities (such as forms filled out, content viewed) on this service or other websites or apps, possible interests and personal characteristics.

• An online retailer wants to advertise a limited sale on running shoes. They want to target advertising to users who have previously viewed running shoes on their mobile app. Tracking technologies can be used to determine whether you have used the mobile app in the past to search for running shoes and show you the relevant advertisements in the app.
• A profile created for personalized advertising in relation to an individual who has searched for bicycle accessories on a website may be used to display the corresponding advertising for bicycle accessories on a mobile app from another provider.

Creation of profiles to personalize content

Information about your activities on this Service (such as: forms filled out, non-advertising content viewed) may be stored and combined with other information about you (such as your previous activity on this Service or other websites or apps) or similar users. These are then used to create or supplement a profile about you (this may include, for example, possible interests and personal characteristics). Your profile may be used (including at a later date) to show you content that is likely to be more relevant to you based on your possible interests, e.g. For example, the order in which you see content will be changed to make it even easier for you to find content that matches your interests.

• You read several articles on a social media platform about how to build a treehouse. This information may be added to a profile to record your interest in content about outdoor activities and DIY tutorials (with the aim of enabling content personalization, for example, to provide you with more blog posts and articles in the future presented via tree houses and wooden huts).
• You watched three videos about space exploration on different TV apps. An independent news platform that you have not previously used will create a profile based on this usage behavior and record space exploration as a topic of possible interest for future videos.

Using profiles to select personalized content

Content presented to you on this Service may be based on your content profiles, which may reflect your activities on this or other Services (such as forms you submit, content you view), possible interests and personal aspects. This can be used, for example, to adjust the order in which content is displayed to you to make it even easier for you to find (non-advertising) content that matches your interests.

• You read articles about vegetarian food on a social media platform and then use a cooking app from a company independent of the platform. The profile created about you on the social media platform is used to present vegetarian recipes to you on the homepage of the cooking app.
• You have watched three videos about rowing on different websites. When you use your TV app, a video sharing platform independent of the websites recommends five other rowing-related videos based on a profile created about you when you viewed the online videos on those websites. that may be of interest to you.

Measuring advertising performance

Information about what advertisements are presented to you and how you interact with them may be used to determine how well an advertisement appealed to you or other users and whether the objectives of the advertising campaign were achieved. The information includes, for example, whether you viewed an ad, whether you clicked on it, whether it encouraged you to purchase a product or visit a website, etc. This information is useful for determining the relevance of advertising campaigns.

• You clicked on an advertisement about a “Black Friday” discount from an online shop on the website of a website operator and bought a product. Your click will be linked to this purchase. Your interaction and that of other users is measured to find out how many clicks on the ad resulted in a purchase.
• You are one of the few who clicked on an advertisement in an app operator's app about a discount on the occasion of a special event (e.g. "International Day of Recognition") from an online gift shop. The app operator would like to receive statistics about how often a particular ad within the app, in particular the ad about a special event (e.g. “International Day of Recognition”), was viewed or clicked by you and other users in order to provide the app operator and to help its partners (such as agencies) optimize ad delivery.

Measuring content performance

Information about what advertising is presented to you and how you interact with it may be used to determine whether (non-advertising) content is e.g. B. reached the intended target group and matched your interests. This includes, for example, information about whether you read a particular article, watched a particular video, listened to a particular podcast or viewed a particular product description, how much time you spent on that service and the websites you visited, etc. This information help determine the relevance of (non-advertising) content shown to you.

• You read a blog post about hiking in an app operator's mobile app and tapped a link to a recommended similar post. Your interactions will be recorded to record that the first post about hiking was useful to you and that it successfully encouraged you to read the similar post. This information is measured to determine whether to write more hiking-related posts in the future and where to place them on the mobile app home screen.
• You were presented with a video about fashion trends, but you and several other users abandoned it after 30 seconds. This information will be used to evaluate the appropriate length of future fashion trend videos.

Analysis of target groups through statistics or combinations of data from different sources

Based on the combination of data sets (such as user profiles, statistics, market research, analytical data), reports can be created about your and other users' interactions with advertising or (non-advertising) content in order to identify common characteristics (e.g. to determine , which target groups are receptive to an advertising campaign or to certain content).

• The owner of an online bookstore wants an analysis of how many visitors have visited his website without making a purchase, or how many have visited the website to purchase the latest celebrity biography of the month, as well as the average age of the visitors and how many of which are male or female, divided depending on the category. Data about your navigation on the website and your personal characteristics are then used and combined with other such data to create these statistics.
• An advertiser wants to better understand the type of audience that interacts with their ads. He commissions a research institute to compare the characteristics of users who interacted with the ad with typical attributes of users of similar platforms across different devices. This comparison shows the advertiser that their target audience primarily accesses advertising via mobile devices and is likely to be between the ages of 45-60.

Development and improvement of offers

Information about your activities on this offer, such as: B. Your interaction with advertisements or content, may help to improve products and offers and to develop new products and offers based on user interactions, the type of audience, etc. This processing purpose does not include the development, addition or improvement of user profiles and identifiers.

• A technology platform working with a social media provider sees growth in the number of users of its mobile app and, based on user profiles, realizes that many of them are dialing in via mobile connections. To improve the loading speed of ads, the platform uses a new ad delivery technology that is optimized for mobile devices and requires low bandwidth.
• An advertiser is looking for a way to display ads on a new device. He is collecting information about how users interact with this new type of device to see if he can develop a new mechanism for displaying advertising on this type of device.

Using reduced data to select content

Content presented to you on this Service may be based on reduced data, such as: such as the website or app you use, your approximate location, your device type, or information about what content you interact with (or have interacted with) (e.g. to limit the number of times a video or article is shown to you).

• A travel magazine has published an article on its website about the new online courses offered by a language school to improve travel experiences abroad. Travel School blog posts are inserted right at the bottom of the page and selected based on your approximate location (e.g. blog posts with the course syllabus for a language that is not the language of your country).
• A sports news mobile app has launched a new section with articles about the latest football matches. Each article includes game highlight videos hosted by an external streaming platform. When you fast forward a video, this information can be used to play a shorter video afterwards.

Special purposes

• • Ensuring security, preventing and detecting fraud, and troubleshooting

    Your data may be used to monitor and prevent unusual and potentially fraudulent activities (e.g. relating to advertising, advertising clicks by bots) and to ensure that systems and processes function properly and securely. The data may also be used to troubleshoot problems you, the website or app operator, or the advertiser may have in providing and interacting with content and advertisements.

    • An advertising intermediary delivers ads from different advertisers to its network of partner websites and apps. The advertising broker notices a sharp increase in clicks on ads from a particular advertiser. He analyzes the data regarding the source of the clicks and finds that 80% of the clicks come from bots, not humans.

    
    

  • Providing and displaying advertising and content

  • Certain information (such as IP address or device functions) is used to ensure the technical compatibility of the content or advertising and to enable the transmission of the content or advertising to your device.

    • Typically, when you click on a link in an article, you are taken to another page or part of the article. For this purpose 1°) your browser sends a request to a server linked to the website, 2°) the server responds to the request (“here is the article you requested”) using technical information contained in the request sent by your terminal device are included by default in order to properly display the information/images that are part of the item you requested. Technically, such information exchange is necessary to provide the content that is displayed on your screen.

  characteristics

  • Matching and combining data from different sources : Information about your activities on this Service may be matched and combined with other information about you from different sources (e.g. your activities on another online service) in support of the purposes explained in this framework , your use of a store loyalty card, or your responses to a survey).
  • Connecting different devices : To support the purposes explained in this framework, it can be determined whether it is likely that your device is connected to other devices belonging to you or your household (e.g. because you are on both your mobile phone and are logged into the same service on your computer or because you use the same Internet connection on both devices).
  • Identification of terminal devices based on automatically transmitted information : In support of the purposes explained in this framework, your terminal device can be distinguished using information that it automatically transmits when accessing the Internet (e.g. the IP address of your Internet connection or the type of browser that you are using).

  • What information is used?

  • Here is a complete list of information that could be collected:

    • Browser type and settings
    • Information about the device's operating system
    • Cookie information
    • Information about other identifiers assigned to the device
    • The IP address from which the device accesses the website or app
    • Information about user activity for the device in question, including websites and apps visited or used
    • Information about the device's geographical location when accessing a website or app

  • Other

  • Additional Google Advertising Partners

     
  • Google uses cookies and collects information about your device and the use of this website also for partners who do not participate in the IAB Transparency and Consent Framework (TCF) (and who are therefore not already named as partners below the processing purposes listed above). For more information about Google's use of cookies and data usage: How Google uses cookies and data usage .
  •  

  • Facebook Advertising

  • What does that mean? We use the basic version of the Facebook Pixel to display personalized advertising from classifieds and third parties for you on Facebook's platforms. For this purpose, we send Facebook information about your user activities on classified ads and certain other personal information such as your cookie ID via the Facebook pixel. Further information on how Facebook processes personal data can be found at https://www.facebook.com/about/privacy .

  • Performance monitoring, analysis and marketing

     
  • We use third-party tools (see partners) to recognize users when they visit and use our services and to collect usage data for performance monitoring purposes, for analysis purposes and for our marketing campaigns on third-party sites. For example, we can (pseudonymously, i.e. without directly identifying you) track your usage behavior on our offers (e.g. visiting a website, interacting with an advertising banner, contact form or our newsletter) and record it for a limited time (in the case of a website visit by so-called heat maps). In this way, we can ensure the high quality of our services and tailor the content of our services more specifically to your needs and preferences and thus improve our offering for you. We can also track which of our advertisements on third-party websites and apps or which of our email campaigns brought you to our services and how you subsequently interacted with our services and newsletters (conversion tracking). . Finally, we can use the tools to show you relevant content and advertising on our offers or those of third parties. If you are logged into your user account, we can process your data for the purposes mentioned above across different devices.
  •  

  • Provision of user segment data

     
  • We compile segments with pseudonymous user data and offer advertisers (directly and through advertising companies) a data comparison with these user segments to personalize advertising. Directly personal data (such as name or email address) will not be disclosed at any time. The data comparison is carried out exclusively in pseudonymous form, ie using an individual identifier, such as a cookie ID or an encrypted email address.
    
    A user segment can, for example, consist of users who have searched for a specific vehicle model in a certain period of time. If an advertiser is interested in this user segment, he can acquire the right from us or through advertising companies acting as intermediaries to specifically address users from this segment who are already known to him or the advertising company. For this purpose, a data comparison is carried out in which it is determined which users already known to the advertiser or the advertising company are included in the respective user segment of classified ads (so-called “matching”). This information can be used to subsequently show personalized – i.e. interest-based – advertising to users who are already known. In addition, the advertiser, the advertising company or we can identify characteristic properties and profile features of interesting user groups based on our user segments. This enables advertisers and advertising companies to search for user groups with similar interests (so-called “lookalikes”) in their own databases and to display personalized advertising to these lookalikes or (in the case of advertising companies) to create segments with lookalikes and use them Market segments to advertisers. In addition, based on the criteria determined with the help of data comparison, we can also identify lookalikes in our own data sets and address them in a personalized way for advertisers (directly and via advertising companies) or create reports about which categories of our inventory the users already known to advertisers or advertising companies are particularly interested in .
    
    Those advertisers and advertising companies who receive pseudonymous data directly from us for the above purposes upon granting consent (our “Partners”) are listed below.
  •  

  • User matching

  • We transmit personal data of our users to our partners so that they can compare the data (e.g. email addresses) with their own databases. The data comparison takes place exclusively in encrypted (“hashed”) form. The aim of the comparison is to identify users who are known to both us and the respective partner. This information enables our partners to display personalized advertising to selected user groups from their databases for us on their own inventory (e.g. website) or the inventory of third parties. For example, we can choose whether the partner should specifically target users we already know or only target people who do not yet use our services. Our partners can also identify so-called “lookalikes” in their data bases based on the data we transmit. These are people who are not yet using our services, but who have similar interests to our users and could therefore be interested in our services. Our users’ data is processed by our partners exclusively for the purpose of user comparison.
  •  
  •