Privacy Policy Online Advertising

 

The following media agencies of the Serviceplan Group deliver online campaigns for their advertising customers via technical systems of technology service providers (so-called „ad servers“):

 

- PREX Programmatic Exchange GmbH&Co KG

- mediascale GmbH&Co KG

- Plan.Net Hamburg GmbH & Co. KG

- Plan.Net Media Erste Mediaagentur GmbH & Co. KG

- Plan.Net Media Zweite Mediaagentur GmbH & Co. KG

- Plan.Net Performance GmbH & Co. KG

- Mediaplus Hamburg GmbH

- Mediaplus Austria GmbH

 

The ad servers of the service providers use browser cookies and mobile identifiers to mark and recognize end devices (web browsers or mobile apps).

 

 

Browser Cookies

These are small text files or simple entries in a database that your browser stores. The data in the cookies can only be read again by the system that wrote them. To identify end devices during advertising delivery, the cookies set by the ad servers contain a pseudonymous, unique serial number (identifier). When a cookie is deleted, the identifier on the terminal device is also irrevocably deleted. The cookies used by the systems do not cause any damage to your end device (e.g. computer / tablet), in particular, they do not contain viruses. You may refuse the use of cookies by selecting the appropriate settings on your browser, which may prevent you from using the full functionality of the platform or the website you are visiting. The same applies to the deletion of stored cookies.

 

 

Mobile-Identifier

Advertising can also be delivered in mobile applications (apps) via the platform. The apps can also use a so-called mobile identifier, which is provided by the operating system of your mobile device (Apple iOS or Google Android). This identifier is used in the same way as a cookie that contains a pseudonymous serial number.

 

The systems of the advertising service providers cannot change or delete the identifier themselves. However, you can prevent the identifier from being used by making the appropriate adjustments in the settings in the app or in your operating system; in this case, you may no longer be able to use all the functions of the app or system. The same also applies, depending on the app and the operating system, for changes or deletions of the identifier. Please refer to the privacy policy of the respective app and your system for details.

 

The systems of the advertising service providers are used in the context of the online campaigns for the following purposes, the legal basis is Art. 6 Para. 1 lit. f DS-GMO:

 

 

Campaign delivery on advertising-bearing websites

Control and measurement of the number of ads in absolute terms and per device (web browser or mobile app), control of the sequence of individual ads that are displayed on a device. Measurement of reactions to advertising media (clicks on or mouse movements via advertising media). Measurement on which single page of an advertising marketer an advertisement is displayed. Measurement whether an advertisement has been loaded visibly on the screen of a terminal device. Pseudonymous browser cookies or mobile identifiers are used to identify the end devices.

 

 

Display of user-based online advertising (so-called targeting)

The service providers collect and process your usage behavior on our behalf pseudonymously on websites of advertising customers and on advertising-bearing websites. These data are used to address end devices with targeted advertising according to your usage behavior. The pseudonymous identifiers can also be assigned to advertising categories (e.g. presumed age between 18 and 35 years or interest in cars). However, these categories always apply to a larger group of devices, both individually and together. This means that we or the service providers cannot identify you as a user or as a person either via the advertising ID or via the categories assigned to the ID.

 

 

Campaign effect tracking on the websites of advertising customers

Tracking relates contacts that users have with advertisements on other websites (visual contacts and clicks on advertising banners) to subsequent interactions on the advertiser’s websites. The data collected is statistically evaluated to optimize the performance of the media campaigns.

 

The following service providers are used by the above-mentioned agencies of the Serviceplan Group for the delivery, management and measurement of online campaigns:

 

 

Adition

Address of the service provider:

ADITION technologies AG

Oststraße 55

D-40211 Düsseldorf

 

The following third-party cookie is used for data collection:

 

- Cookie domain: adfarm3.adition.com

- Cookie name: UserID1

- Cookie duration: 180 days after contact

 

You have the option of stopping the recording of usage data by the system at any time by setting an opt-out cookie. If you delete the cookies in your browser, opt-out cookies will also be deleted. You must then perform the opt-out again.

 

An opt-out option and further information on data protection at Adition can be found at: https://www.adition.com/kontakt/datenschutz/

 

 

Flashtalking

Address of the service provider:

Flashtalking – Trademark of Simplicity Marketing Limited

Suite 1, 3rd Floor 11-12 St. James’s Square

London, United Kingdom, SW1Y 4LB

 

The following third-party cookie is used for data collection:

 

- Cookie domain: flashtalking.com

- Cookie name: flashtalkingad1

- Cookie duration: 2 years after contact

 

You have the option of stopping the recording of usage data by the system at any time by setting an opt-out cookie. If you delete the cookies in your browser, opt-out cookies will also be deleted. You must then perform the opt-out again.

 

An opt-out option and further information on data protection at Flashtalking can be found at: http://www.flashtalking.com/privacypolicy/

 

 

The Tradedesk

Address of the service provider:

UK Tradedesk Ltd (Co.No 8539108)

11th Floor / Whitefrieas Lewins Mead

Bristol BS1 2NT

 

The following third-party cookie is used for data collection:

 

- Cookie domain: adsrvr.org

- Cookie name: TDID

- Cookie duration: 1 year after contact

 

You have the option of stopping the recording of usage data by the system at any time by setting an opt-out cookie. If you delete the cookies in your browser, opt-out cookies will also be deleted. You must then perform the opt-out again.

 

An opt-out option with UK Tradedesk can be found under: http://www.adsrvr.org/

 

You can also use the EDAA preference management for all service providers concerned, which you can reach via the following link: http://www.youronlinechoices.com/de/praferenzmanagement/

 

If you have any questions or complaints on these topics, you can contact us by e-mail at privacy@mediascale.de