With the following privacy notice, we would like to inform you which types of your personal data (hereinafter also referred to as “data”) we process for which purposes and to what extent. The data protection declaration applies to all processing of personal data carried out by us, both within the framework of the provision of our services and in particular on our websites, in mobile applications and within external online presences, such as our social media profiles (hereinafter collectively referred to as “online offer”).
Date: 27. September 2019
- Introductory remarks
- Data controller
- Overview of processing operations
- Applicable legal bases
- Safety precautions
- Commercial and business services
- Payment service provider
- Provision of online services and web hosting
- Online Marketing
- Plugins and embedded functions and content
- Deletion of data
- Modification and updating of the privacy notice
- Rights of data subjects
- Definitions of terms
Party in charge
Authorized representatives : Philip Schumacher
Email address: firstname.lastname@example.org
Overview of processing operations
The following overview summarises the types of data processed and the purposes of their processing and refers to the individuals concerned.
Types of processed data
- Inventory data (e.g. names, addresses).
- Content data (e.g. text entries, photographs, videos).
- Contact data (e.g. e-mail, telephone numbers).
- Meta/communication data (e.g. device information, IP addresses).
- Usage data (e.g. websites visited, interest in content, access times).
- Location data (data indicating the location of an end user’s terminal device).
- Contract data (e.g. subject matter of contract, duration, customer category).
- Payment data (e.g. bank details, invoices, payment history)
Categories of data subjects
- Business partners and contractual partners.
- Interested parties.
- Communication partners.
- Users (e.g. website visitors, users of online services).
Purposes of processing
- Affiliate tracking.
- Providing our online offering and usability.
- Conversion Tracking.
- Office and organisational procedures.
- Cross-device tracking (cross-device processing of user data for marketing purposes).
- Interest-based and behavioural marketing.
- Contact requests and communication.
- Conversion measurement (measurement of the effectiveness of marketing measures).
- Profiling (creation of user profiles).
- Reach measurement (e.g. access statistics, recognition of returning visitors).
- Security measures.
- Contractual services and service.
- Administration and answering of inquiries.
- Target group formation (determination of target groups relevant for marketing purposes or other output of content).
Applicable legal bases
In the following we inform you about the legal basis of the General Data Protection Regulation (GDPR), on the basis of which we process personal data. Please note that, in addition to the provisions of the GDPR, the national data protection regulations in your or our country of residence and domicile may also apply.
- Consent (Art. 6 para. 1 sentence 1 lit. a GDPR) – The data subject has given his/her consent to the processing of his/her personal data for one or more specific purposes.
- Contract performance and pre-contractual enquiries (Art. 6 para. 1 sentence 1 lit. b. GDPR) – Processing is necessary for the performance of a contract to which the data subject is a party or for the implementation of pre-contractual measures at the request of the data subject
- Legal obligation (Art. 6 para. 1 sentence 1 lit. c. GDPR) – The processing is necessary to fulfil a legal obligation to which the controller is subject.
- Legitimate interests (Art. 6 para. 1 sentence 1 lit. f. GDPR) – Processing is necessary to safeguard the legitimate interests of the data controller or of a third party, unless the interests or fundamental rights and freedoms of the data subject, which require the protection of personal data, prevail.
National data protection regulations in Germany: In addition to the data protection regulations of the Basic Data Protection Regulation, national regulations apply to data protection in Germany. These include, in particular, the German Data Protection Act (Bundesdatenschutzgesetz – BDSG). In particular, the BDSG contains special provisions on the right of information, the right of deletion, the right of objection, the processing of special categories of personal data, processing for other purposes and transmission as well as automated decision-making in individual cases, including profiling. Furthermore, it regulates data processing for the purposes of the employment relationship (§ 26 BDSG), in particular with regard to the establishment, execution or termination of employment relationships as well as the consent of employees. Furthermore, state data protection laws of the individual federal states may apply.
We shall take appropriate technical and organisational measures in accordance with the statutory requirements, taking into account the state of the art, the implementation costs and the nature, extent, circumstances and purposes of the processing as well as the different probabilities of occurrence and the extent of the threat to the rights and freedoms of natural persons, in order to ensure a level of protection appropriate to the risk.
Such measures shall include, in particular, ensuring the confidentiality, integrity and availability of data by controlling physical and electronic access to, and access to, input, transmission, securing and separation of data. In addition, we have established procedures to ensure the exercise of data subjects’ rights, the deletion of data and responses to data threats. Furthermore, we take the protection of personal data into account as early as the development or selection of hardware, software and procedures in accordance with the principle of data protection, through technology design and through data protection-friendly default settings.
Abbreviation of the IP address: If it is possible for us or a storage of the IP address is not necessary, we shorten or let shorten your IP address. If the IP address is shortened, also known as “IP masking”, the last octet, i.e. the last two digits of an IP address, is deleted (in this context, the IP address is an identifier individually assigned to an Internet connection by the online access provider). By shortening the IP address, the identification of a person on the basis of their IP address is to be prevented or made considerably more difficult.
SSL encryption (https): We use SSL encryption to protect your data transmitted via our online service. You can recognize such encrypted connections by the prefix https:// in the address bar of your browser
“Cookies” are small files that are stored on the user’s devices. Cookies can be used to store various data. This information can include, for example, the language settings on a website, the login status, a shopping basket or the location where a video was viewed.
As a rule, cookies are also used if a user’s interests or behaviour (e.g. viewing of certain content, use of functions, etc.) on individual websites are stored in a user profile. Such profiles are used, for example, to display content to users that corresponds to their potential interests. This procedure is also referred to as “tracking”, i.e. tracking the potential interests of users. The term cookies also includes other technologies that perform the same functions as cookies (e.g. when user information is stored using pseudonymous online identifiers, also referred to as “user IDs”).
Revocation and objection (opt-out): Irrespective of whether processing is based on consent or legal permission, you have the option at any time to revoke a consent given or to object to the processing of your data using cookie technologies (collectively referred to as “opt-out”).
- Processed data types: Usage data (e.g. websites visited, interest in content, access times), meta/communication data (e.g. device information, IP addresses).
- Data subjects: Users (e.g. website visitors, users of online services).
- Legal basis: Consent (Art. 6 para. 1 sentence 1 lit. a GDPR), legitimate interests (Art. 6 para. 1 sentence 1 lit. f. GDPR).
Commercial and business services
We process data of our contractual and business partners, e.g. customers and interested parties (collectively referred to as “contractual partners”) within the framework of contractual and comparable legal relationships and associated measures and within the framework of communication with the contractual partners (or pre-contractual), e.g. in order to answer inquiries.
We process this data to fulfil our contractual obligations, to safeguard our rights and for the purposes of the administrative tasks associated with this information and the corporate organisation. Within the framework of applicable law, we only pass on the data of the contractual partners to third parties insofar as this is necessary for the aforementioned purposes or for the fulfilment of statutory obligations or is carried out with the consent of the contractual partners (e.g. to involved telecommunications, transport and other auxiliary services as well as subcontractors, banks, tax and legal advisors, payment service providers or tax authorities). The contractual partners will be informed about further forms of processing, e.g. for marketing purposes, within the framework of this data protection declaration.
Which data are necessary for the aforementioned purposes, we inform the contractual partners before or in the context of the data collection, e.g. in on-line forms, by special marking (e.g. colors) and/or symbols (e.g. asterisks or the like), or personally.
We delete the data after expiry of statutory warranty and comparable obligations, i.e., in principle after expiry of 4 years, unless the data is stored in a customer account, e.g., as long as they must be kept for legal reasons of archiving (e.g. for tax purposes usually 10 years). Data disclosed to us by the contractual partner within the scope of an order will be deleted in accordance with the specifications of the order, in principle after the end of the order.
If we use third-party providers or platforms to provide our services, the terms and conditions and data protection notices of the respective third-party providers or platforms shall apply in the relationship between the users and the providers.
Economic analyses and market research: For economic reasons and in order to be able to recognise market trends, wishes of contractual partners and users, we analyse the data available to us on business transactions, contracts, enquiries, etc., whereby contractual partners, interested parties, customers, visitors and users of our online offer may fall into the group of persons concerned.
The analyses are carried out for the purpose of economic evaluations, marketing and market research (e.g. to determine customer groups with different characteristics). We can, if available, take into account the profiles of registered users and their details, e.g. on services used. The analyses serve us alone and are not disclosed externally unless they are anonymous analyses with summarised, i.e. anonymised values. Furthermore, we respect the privacy of the users and process the data for analysis purposes as pseudonymously as possible and, if feasible, anonymously (e.g. as summarised data).
Shop and e-commerce: We process the data of our customers in order to enable them to select, purchase or order the selected products, goods and related services, as well as to pay for and deliver them or to execute them.
The required information is identified as such in the context of the order or comparable purchase process and includes the information required for delivery, or provision and billing and contact information to be able to hold any consultation.
- Processed data types: inventory data (e.g. names, addresses), payment data (e.g. bank details, invoices, payment history), contact data (e.g. e-mail, telephone numbers), contract data (e.g. subject of contract, duration, customer category), usage data (e.g. websites visited, interest in content, access times), meta/communication data (e.g. device information, IP addresses).
- Data subjects: Interested parties, business and contractual partners, customers.
- Purposes of processing: Contractual services and support, contact enquiries and communication, office and organisational procedures, administration and response to enquiries, Conversion Tracking, marketing based on interests and behaviour, profiling (creation of user profiles), security measures.
- Legal basis: Contract fulfilment and pre-contractual enquiries (Art. 6 para. 1 sentence 1 lit. b. GDPR), legal obligation (Art. 6 para. 1 sentence 1 lit. c. GDPR), legitimate interests (Art. 6 para. 1 sentence 1 lit. f. GDPR).
Payment service providers
Within the framework of contractual and other legal relationships, due to legal obligations or otherwise on the basis of our legitimate interests, we offer the persons concerned efficient and secure payment options and use other payment service providers in addition to banks and credit institutions (collectively “payment service providers”).
The data processed by the payment service providers include inventory data such as name and address, bank data such as account numbers or credit card numbers, passwords, TANs and checksums as well as contract, total and recipient details. The information is required to complete the transactions. However, the data entered will only be processed and stored by the payment service providers. This means that we do not receive any account- or credit card-related information, but only information with confirmation or negative information about the payment. Under certain circumstances, the data may be transmitted by the payment service provider to credit agencies. The purpose of this transmission is to check identity and creditworthiness. Please refer to the general terms and conditions and the data protection information of the payment service providers.
For payment transactions, the terms and conditions and the data protection notices of the respective payment service providers apply, which can be accessed within the respective websites or transaction applications. We also refer to these for the purpose of further information and assertion of revocation, information and other rights affected.
- Processed data types: inventory data (e.g. names, addresses), payment data (e.g. bank details, invoices, payment history), contract data (e.g. subject of contract, term, customer category), usage data (e.g. websites visited, interest in content, access times), meta/communication data (e.g. device information, IP addresses).
- Data subjects: Customers, interested parties.
- Purposes of processing: contractual services, contact requests and communication, affiliate tracking.
- Legal basis: Contract fulfilment and pre-contractual enquiries (Art. 6 Para. 1 S. 1 lit. b. GDPR), legitimate interests (Art. 6 Para. 1 S. 1 lit. f. GDPR).
Services used and service providers:
When contacting us (e.g. via contact form, e-mail, telephone or via social media), the data of the inquiring persons are processed insofar as this is necessary to answer the contact enquiries and any requested measures.
Contact enquiries within the framework of contractual or pre-contractual relationships are answered in order to fulfil our contractual obligations or to answer (pre)contractual enquiries and otherwise on the basis of legitimate interests in answering the enquiries.
- Processed data types: inventory data (e.g. names, addresses), contact data (e.g. e-mail, telephone numbers), content data (e.g. text input, photographs, videos).
- Data subjects: Communication partner.
- Purposes of processing: contact requests and communication.
- Legal basis: Performance of contract and pre-contractual enquiries (Art. 6 para. 1 sentence 1 lit. b. GDPR), legitimate interests (Art. 6 para. 1 sentence 1 lit. f. GDPR).
Provision of online services and web hosting
In order to provide our online services securely and efficiently, we use the services of one or more web hosting providers from whose servers (or servers they manage) the online services can be accessed. For these purposes, we may use infrastructure and platform services, computing capacity, storage space and database services, as well as security and technical maintenance services.
The data processed within the framework of the provision of the hosting service may include all information relating to the users of our online service that is collected within the scope of use and communication. This regularly includes the IP address, which is necessary in order to be able to deliver the contents of online offers to browsers, and all entries made within our online offer or from websites.
E-mail dispatch and hosting: The web hosting services we use also include the dispatch, receipt and storage of e-mails. For these purposes, the addresses of the recipients and senders as well as further information regarding the sending of e-mails (e.g. the providers involved) and the contents of the respective e-mails are processed. The aforementioned data may also be processed for SPAM detection purposes. Please note that e-mails on the Internet are generally not sent in encrypted form. As a rule, e-mails are encrypted during transport, but not on the servers from which they are sent and received (unless a so-called end-to-end encryption method is used). Therefore, we cannot assume any responsibility for the transmission path of the e-mails between the sender and the reception on our server.
Collection of access data and log files: We ourselves (or our web hosting provider) collect data on each access to the server (so-called server log files). Server log files may include the address and name of the web pages and files accessed, the date and time of access, the amount of data transferred, notification of successful access, browser type and version, the user’s operating system, referrer URL (the page visited previously) and, as a rule, IP addresses and the requesting provider.
The server log files can be used for security purposes, e.g. to avoid overloading the server (especially in the case of abusive attacks, so-called DDoS attacks) and to ensure server utilization and stability.
- Processed data types: Content data (e.g. text input, photographs, videos), usage data (e.g. websites visited, interest in content, access times), meta/communication data (e.g. device information, IP addresses).
- Data subjects: Users (e.g. website visitors, users of online services).
- Legal basis: Legitimate interests (Art. 6 para. 1 sentence 1 lit. f. GDPR).
Services and service providers used:
- Amazon Web Services (AWS): web hosting and infrastructural services; service providers: Amazon Web Services, Inc. 410 Terry Avenue North, Seattle WA 98109, USA; Website: https://aws.amazon.com/de/; Privacy Statement: https://aws.amazon.com/de/privacy/?nc1=f_pr; Privacy Shield (Guaranteeing data protection when processing data in the US): https://www.privacyshield.gov/participant?id=a2zt0000000TOWQAA4&status=Active.
We process personal data for the purposes of online marketing, which includes in particular the presentation of advertising and other content (collectively referred to as “Content”) based on the potential interests of users and the measurement of their effectiveness.
For these purposes, so-called user profiles are created and stored in a file (so-called “cookie”) or similar procedures are used, by means of which the user information relevant for the presentation of the aforementioned content is stored. This information may include, for example, content viewed, websites visited, online networks used, but also communication partners and technical information such as the browser used, the computer system used and information on times of use. If users have consented to the collection of their location data, these can also be processed.
The IP addresses of the users are also stored. However, we use IP masking procedures (i.e. pseudonymisation by shortening the IP address) to protect the user. In general, the online marketing process does not store any user data (such as e-mail addresses or names), but pseudonyms. This means that we as well as the providers of online marketing procedures do not know the actual identity of the users, but only the information stored in their profiles.
The information in the profiles is usually stored in the cookies or by means of similar procedures. These cookies can later generally be used on other websites that use the same online marketing process, read out and analysed for content presentation purposes and supplemented with further data and stored on the server of the online marketing process provider.
Exceptionally, plain data can be assigned to the profiles. This is the case, for example, if the users are members of a social network whose online marketing process we use and the network links the profiles of the users in the aforementioned information. We kindly ask you to note that users can make additional agreements with the providers, e.g. by giving their consent during registration.
As a matter of principle, we only receive access to summarised information about the success of our advertisements. However, within the framework of so-called conversion measurements, we can check which of our online marketing procedures have led to a so-called conversion, i.e. to the conclusion of a contract with us, for example. The conversion measurement is used solely to analyse the success of our marketing measures.
Facebook pixels: With the help of Facebook pixels, it is possible for Facebook, on the one hand, to determine the visitors of our online offer as the target group for the presentation of advertisements (so-called “Facebook ads”). Accordingly, we use the Facebook pixel to display the Facebook ads placed by us only to Facebook users who have shown an interest in our online offering or who have certain characteristics (e.g. interest in certain topics or products that can be seen on the basis of the websites visited) that we transmit to Facebook (so-called “custom audiences”). With the help of Facebook pixels, we also want to ensure that our Facebook ads correspond to the potential interest of the users and do not appear annoying. The Facebook pixel also enables us to track the effectiveness of Facebook ads for statistical and market research purposes by seeing whether users were referred to our website after clicking on a Facebook ad (known as “conversion measurement”).
- Processed data types: Usage data (e.g. websites visited, interest in content, access times), meta/communication data (e.g. device information, IP addresses), location data (data indicating the location of an end user’s end device).
- Data subjects: Users (e.g. website visitors, users of online services), interested parties.
- Security measures: IP masking (pseudonymisation of the IP address).
- Legal basis: Consent (Art. 6 para. 1 sentence 1 lit. a DSGVO), legitimate interests (Art. 6 para. 1 sentence 1 lit. f. DSGVO). Opt-out: We refer to the data protection notices of the respective providers and the opt-out options indicated for the providers. If no explicit opt-out option has been specified, it is possible to deactivate cookies in the settings of your browser. However, this may restrict the functions of our online offer. We therefore recommend the following additional opt-out options, which are offered in summary for the respective areas:
- a) Europe: https://www.youronlinechoices.eu.
- b) Canada: https://www.youradchoices.ca/choices.
- c) USA: https://www.aboutads.info/choices.
- d) Cross-regional: http://optout.aboutads.info.
Used services and service providers:
- Google Tag Manager: Google Tag Manager is a solution with which we can manage so-called website tags via an interface (and thus integrate Google Analytics and other Google marketing services into our online offering). The Tag Manager itself (which implements the tags) does not process any personal user data. With regard to the processing of users’ personal data, reference is made to the following information on Google services. Service provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland, parent company: Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA; Website: https://marketingplatform.google.com; Privacy Statement: https://policies.google.com/privacy; Privacy Shield (Guaranteeing data protection when processing data in the US): https://www.privacyshield.gov/participant?id=a2zt000000001L5AAI&status=Active.
- Google Analytics: Online marketing and web analytics; service provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland, parent company: Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA; Website: https://marketingplatform.google.com/intl/de/about/analytics/; Privacy Satement: https://policies.google.com/privacy; Privacy Shield (Guaranteeing data protection when processing data in the US): https://www.privacyshield.gov/participant?id=a2zt000000001L5AAI&status=Active; Contradictory possibility (Opt-Out): Opt-Out-Plugin: http://tools.google.com/dlpage/gaoptout?hl=de, Advertising Display Settings:: https://adssettings.google.com/authenticated.
- Facebook-Pixel: Facebook pixels; service providers: https://www.facebook.com, Facebook Ireland Ltd, 4 Grand Canal Square, Grand Canal Harbour, Dublin 2, Ireland, parent company: Facebook, 1 Hacker Way, Menlo Park, CA 94025, USA; Website: https://www.facebook.com; Privacy Statement: https://www.facebook.com/about/privacy; Privacy Shield (Guaranteeing data protection when processing data in the US): https://www.privacyshield.gov/participant?id=a2zt0000000GnywAAC&status=Active; Contradictory possibility (Opt-Out): https://www.facebook.com/settings?tab=ads.
Plugins and embedded functions and content
We include in our online offer functional and content elements that are obtained from the servers of their respective providers (hereinafter referred to as “third-party providers”). These may be, for example, graphics, videos or social media buttons as well as contributions (hereinafter uniformly referred to as “content”).
The integration always presupposes that the third-party providers of these contents process the IP address of the users, since they could not send the contents to their browsers without the IP address. The IP address is therefore required for the presentation of these contents or functions. We endeavour to use only those contents whose respective providers only use the IP address to deliver the contents. Third party providers may also use so-called pixel tags (invisible graphics, also known as “web beacons”) for statistical or marketing purposes. Pixel tags” can be used to evaluate information such as visitor traffic on the pages of this website. The pseudonymous information may also be stored in cookies on the user’s device and may contain technical information on the browser and operating system, websites to be referred to, visiting times and other information on the use of our online services as well as may be linked to such information from other sources.
- Processed data types: Usage data (e.g. websites visited, interest in content, access times), meta/communication data (e.g. device information, IP addresses).
- Data subjects: Users (e.g. website visitors, users of online services).
- Purposes of processing: Provision of our online services and user friendliness.
Deletion of data
The data processed by us will be deleted in accordance with the statutory provisions as soon as their consent permitted for processing is revoked or other permissions lapse (e.g. if the purpose of processing this data has lapsed or it is not necessary for the purpose).
If the data are not deleted because they are required for other and legally permissible purposes, their processing will be limited to these purposes. This means that the data will be blocked and not processed for other purposes. This applies, for example, to data that must be stored for commercial or tax reasons or whose storage is necessary to assert, exercise or defend legal claims or to protect the rights of another natural or legal person.
Further information on the deletion of personal data can also be found in the individual data protection notices of this data protection declaration.
Modification and updating of the privae notice
We ask you to inform yourself regularly about the content of our data protection declaration. We will adapt the data protection declaration as soon as the changes to the data processing carried out by us make this necessary. We will inform you as soon as the changes require your cooperation (e.g. consent) or other individual notification.
Rights of data subjects
Under the GDPR, they are entitled to various rights as affected parties, which result in particular from Articles 15 to 18 and 21 of the GDPR:
- Right of objection: You have the right, for reasons arising from your particular situation, to object at any time to the processing of personal data concerning you on the basis of Art. 6 para. 1 lit. e or f GDPR; this also applies to profiling based on these provisions. If the personal data concerning you are processed for the purpose of direct advertising, you have the right to object at any time to the processing of the personal data concerning you for the purpose of such advertising; this also applies to profiling insofar as it is connected with such direct advertising.
- Right of withdrawal for consents: You have the right to revoke your consent at any time.
- Right to information: You have the right to request confirmation as to whether the data concerned will be processed and to request information about this data as well as further information and a copy of the data in accordance with the statutory provisions.
- Right of rectification: You have the right, in accordance with the provisions of the law, to request the completion of the data concerning you or the rectification of inaccurate data concerning you.
- Right to cancellation and limitation of processing: You have the right, in accordance with the statutory provisions, to demand that the data relating to you be deleted immediately or, alternatively, to demand that the processing of the data be restricted in accordance with the statutory provisions.
- Right to data transfer: You have the right to receive data concerning you which you have made available to us in a structured, common and machine-readable format in accordance with the legal requirements or to demand its transfer to another responsible person.
- Complaint to supervisory authority: You also have the right, in accordance with the statutory provisions, to lodge a complaint with a supervisory authority, in particular in the member state of your habitual residence, your place of work or the place of the presumed infringement, if you are of the opinion that the processing of your personal data violates the GDPR.
Definition of terms
This section provides an overview of the terms used in this privacy statement. Many of the terms are taken from the law and defined above all in Art. 4 GDPR The legal definitions are binding. The following explanations, on the other hand, are primarily intended to help you understand them. The terms are sorted alphabetically.
- Affiliate tracking: As part of affiliate tracking, links used by the linking websites to refer users to websites with product or other offers are logged. The operators of the respective linked websites can receive a commission if users follow these so-called affiliate links and subsequently take advantage of the offers (e.g. buy goods or use services). For this purpose, it is necessary for the providers to be able to track whether users who are interested in certain offers subsequently perceive them at the instigation of the affiliate links. It is therefore necessary for the functionality of affiliate links that they are supplemented by certain values that become part of the link or are otherwise stored, e.g. in a cookie. The values include in particular the source website (referrer), the time, an online identifier of the operator of the website on which the affiliate link was located, an online identifier of the respective offer, an online identifier of the user as well as tracking specific values, such as advertising media ID, partner ID and categorizations.
- Conversion tracking: Conversion Tracking: The term “Conversion Tracking” refers to a process by which the effectiveness of marketing measures can be determined. As a rule, a cookie is stored on the devices of the users within the websites on which the marketing measures take place and then called up again on the target website. For example, we can track whether the ads we placed on other websites were successful).
- Cross-Device Tracking: Cross-Device Tracking is a form of tracking in which the behaviour and interest information of users is recorded across all devices in so-called profiles by assigning an online identifier to the users. This means that user information can usually be analysed for marketing purposes regardless of the browser or device used (e.g. mobile phone or desktop computer). With most providers, the online identification is not linked to plain data such as names, postal addresses or e-mail addresses.
- IP masking: IP masking is a method by which the last octet, i.e. the last two numbers of an IP address, is deleted so that the IP address can no longer be used to uniquely identify a person. IP masking is therefore a means of pseudonymizing processing methods, especially in online marketing.
- Interest-based and behavioral marketing: Interest-based and/or behavioral marketing is the term used when potential interests of users in ads and other content are determined as precisely as possible. This is done on the basis of information on their previous behaviour (e.g. visiting certain websites and staying on them, purchasing behaviour or interaction with other users), which is stored in a so-called profile. Cookies are generally used for these purposes.
- Conversion measurement: Conversion measurement is a method by which the effectiveness of marketing measures can be determined. As a rule, a cookie is stored on the devices of the users within the websites on which the marketing measures take place and then called up again on the target website. For example, we can track whether the ads we placed on other websites were successful.
- Personal data: ‘personal data’ means any information relating to an identified or identifiable natural person (hereinafter ‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier (e.g. a cookie) or to one or more particular characteristics which express the physical, physiological, genetic, psychological, economic, cultural or social identity of that natural person.
- Profiling: “Profiling” means any automated processing of personal data consisting of the use of such personal data to analyse, evaluate or predict certain personal aspects relating to a natural person (including, depending on the type of profiling, information relating to age, gender, location and movement data, interaction with websites and their content, shopping behaviour, social interactions with other people) (e.g. interest in certain content or products, click behaviour on a website or location). Cookies and web beacons are often used for profiling purposes.
- Range measurement: Range measurement (also known as web analytics) is used to evaluate the flow of visitors to an online offering and may include the behaviour or interests of visitors in certain information, such as the content of websites. With the help of reach analysis, website owners can recognize, for example, at what time visitors visit their website and what content they are interested in. This enables them, for example, to better adapt the content of the website to the needs of their visitors. For purposes of range analysis, pseudonymous cookies and web beacons are often used to recognise returning visitors and thus obtain more precise analyses of the use of an online offer.
- Remarketing: Vom „Remarketing“ bzw. „Retargeting“ spricht man, wenn z.B. zu Werbezwecken vermerkt wird, für welche Produkte sich ein Nutzer auf einer Webseite interessiert hat, um den Nutzer auf anderen Webseiten an diese Produkte, z.B. in Werbeanzeigen, zu erinnern.
- Tracking: The term “tracking” is used when the behaviour of users can be traced across several online offers. As a rule, behavioural and interest information is stored in cookies or on the servers of the tracking technology providers (so-called profiling) with regard to the online offers used. This information can then be used, for example, to display advertisements to users that are likely to correspond to their interests.
- Data controller: a “data controller” is a natural or legal person, public authority, agency or other body which alone or jointly with others determines the purposes and means of the processing of personal data.
- Processing: “processing” means any operation or set of operations which is carried out with or without the aid of automated processes and which is related to personal data. The term is broad and covers practically every handling of data, be it collection, analysis, storage, transmission or erasure.
- Target group formation: Target group formation (or “Custom Audiences”) is the term used when target groups are determined for advertising purposes, e.g. insertion of advertisements. For example, it can be concluded from a user’s interest in certain products or topics on the Internet that this user is interested in advertisements for similar products or the online shop in which he viewed the products. Lookalike audiences” (or similar target audiences) are those content that is considered appropriate is displayed to users whose profiles or interests are believed to match the users for whom the profiles were created. Cookies and web beacons are usually used to create custom audiences and lookalike audiences.