6. Evaluation of usage data (“tracking”) and usage-related information (“(re)targeting“)
(a) General
We wish to tailor the content of our website as closely as possible to your interests and thus improve our service for you. We use so-called tracking technologies to identify usage preferences and particularly popular areas of the website.
We use so-called (re)targeting technologies so that we can tailor our online marketing (e.g., banner advertising) more specifically to your usage-based interests. When you visit other websites that collaborate with the providers of these (re)targeting technologies, these are read and used in order to provide you with information that is as interest-related as possible.
When the above technologies are used, cookies on our website and (in the case of retargeting) on third-party websites record your interest in our products and services. This involves the use of random identifiers (so-called cookie IDs) and similar technologies, which we do not connect with your name, address, or similar information even when this information is known to us (e.g., from an existing contractual relationship), unless you have consented to this.
(b) Google Analytics (basic version)
For the purpose of designing the website in line with requirements and continuously optimising it on the basis of Art. 6, para. 1, S. 1 lit. f of the GDPR, we use the basic version of Google Analytics, a web analysis service of Google Ireland Limited. ("Google"). Google Analytics uses cookies (text files) which are stored on your computer and allow us to analyse your use of the website. Google will use this information on our behalf to evaluate your use of the website and to compile reports about website activity. Google processes the data collected through the use of the “basic version” of Google Analytics exclusively on our instructions and for our purposes. Insofar as data collected via Google Analytics is used for Google’s advertising technologies (e.g. Google Remarketing) and in this case is also processed by Google for its own purposes and/or the purposes of third parties, such processing will only take place if you have given your consent to the use of such advertising technology on the website.
This website uses Google Analytics with the extension “_anonymizeIp()”. This enables IP addresses to be further processed in a shortened form, thus excluding the possibility of the shortened addresses being personally identifiable. You may refuse the use of cookies by selecting the appropriate settings on your browser. However, please note that if you do so, you may not be able to use the full functionality of this website. You can also prevent the collection by Google of data generated by the cookie and relating to your use of the website (including your IP address), and the processing of this data by Google by downloading and installing the browser plug-in available under the following link: http://tools.google.com/dlpage/gaoptout.
For the exceptional cases in which personal data is transferred to the USA, Google Ireland Limited has agreed the so-called standard data protection clauses with Google. The legal basis for the use of Google Analytics is Art. 6 para. 1 S.1 lit. f of the GDPR.
(c) Google Marketing
We only use Google Marketing products (e.g., Search Ad and Display & Video 360) with your express consent, which you can declare by clicking on the “Agree” button in the website’s cookie banner. We store your consent in a cookie on your device so that you are not asked for your consent every time you visit our website, and we also store it on our servers, together with the IP address and time, for legal reasons; we will erase this information or restrict its processing if you withdraw your consent. Google uses personal data to personalise advertisements, and cookies can be used for both personalised and non-personalised advertising. Further information is available at https://policies.google.com/technologies/partner-sites.
(d) Content Square
This website uses ContentSquare S.A.S. technologies to collect interaction data of the website visitor in pseudonymised form for marketing purposes and to optimise the user-friendliness of the website by using cookies. The information generated by the cookie about your use of the website is usually transferred to a ContentSquare server and stored there. The IP address transmitted by your browser is not merged with other data of ContentSquare. ContentSquare guarantees the shortening of your IP address.
You can prevent the storage of cookies by adjusting your browser software accordingly; however, we would like to point out that in this case, you may not be able to use all functions of our services to their full extent.
(e) Tealium
Tealium Audience Stream. Within our website, we use “Tealium Audience Stream”, a service provided by Tealium Inc., which has a registered office at Sovereign House, Second Floor, Vastern Road, Reading, RG1 8BT, United Kingdom (Tealium); this service processes data from which user profiles are created using pseudonyms which can follow a person across different devices. For example, the following information is collected: ads viewed and clicked, articles, advertising, number of visitors, subject of the page, etc.
The legal basis is your consent, Art. 6 para. 1 S. 1 lit. a of the GDPR. You can also object to data collection and storage for the purpose of web analysis and advertising at any time via http://tealium.com/privacy/.
Tealium iQ (Tag Management System). This website uses a Tag Management System (TMS), a service provided by Tealium Inc., which has a registered office at Sovereign House, Second Floor, Vastern Road, Reading, RG1 8BT, United Kingdom (Tealium), in order to dynamically adjust parts of the website. The TMS is necessary for the provision of our services and therefore cannot be disabled. The cookie has a duration of 12 months. The legal basis is a legitimate interest under Art. 6 para. 1 S. 1 lit. f of the GDPR, namely the pursuit of our business purposes.
(f) Pinterest
Within our online offer, the so-called "Pinterest Tag" (individual code snippet) of Pinterest Inc., 635 High Street, Palo Alto, CA, USA, ("Pinterest") is integrated into our website on the basis of Art. 6 para. 1 S. 1 lit. f of the GDPR, due to our legitimate interest in the analysis and optimisation of our online offer as well as the demand-oriented use of our Pinterest campaigns. If a Pinterest user sees or clicks on the advertisement, further actions and target groups that have shown interest are tracked. By using this information, we can ensure that Pinterest advertisements are only displayed to Pinterest users who have already shown an interest in our services, and that they match the user's potential interest. This data helps us to measure the conversion of each campaign. This data is used for statistical purposes and helps us to optimise the campaigns.
The data collected does not allow any conclusions about the identity of the respective user. Data is collected on the device information, the operating system used, the IP address of the device used, the time of the call, the type and content of the campaign, the reaction to the respective campaign as well as device IDs consisting of individual features of the device. This enables us to recognise your device on our website.
The data is stored in accordance with the legal retention periods and then automatically deleted. If you log into your Pinterest account after visiting our website or visit our website while logged in, it is possible that this data will be stored and processed by Pinterest. Pinterest may link this data to your Pinterest account and may also use it for its own advertising purposes. For more information, see Pinterest’s Privacy Policy: https://policy.pinterest.com/en/privacy-policy. You can object to this specific data processing at any time by either deactivating https://help.pinterest.com/en/article/personalization-and-data the relevant settings under "Customisation" in your Pinterest account or by clicking on Opt-Out.
(g) The Trade Desk
We use the retargeting technology of The UK Trade Desk Ltd. 10th Floor, 1 Bartholomew Close London EC1A 7BL United Kingdom (“The Trade Desk”). This feature serves to present interest-based ads to visitors to the website as part of The Trade Desk’s advertising network. If consent has been given through the cookie banner, when you visit our website, your browser will store cookies and similar technologies that allow you to be recognised when you visit websites that are part of The Trade Desk’s advertising network. These pages may then show you ads related to content you have previously viewed on websites using The Trade Desk’s retargeting technology. According to its own information, The Trade Desk collects pseudonymized data in this process.
If you still do not want to use this retargeting feature, you can disable it. Please note that the deactivation must be done separately for each browser or device using one of the following methods: (i) via the AdChoices icon in the ad banner, (ii) via https://www.youronlinechoices.com, (iii) directly at The Trade Desk at https://www.adsrvr.org, (iv) for mobile apps: https://www.networkadvertising.org/mobile-choice and https://www.aboutads.info/choices. In addition, you can revoke your consent to the set cookies in the future under the following link Cookie settings.
For more information on The Trade Desk retargeting technology, The Trade Desk privacy policy and the opt-out options, please visit: https://www.thetradedesk.com/us/privacy.
(h) Dynamic Yield
We use the services of Dynamic Yield Ltd. (Highlands House, Basingstoke Road, Spencers Wood, Reading, Berkshire, England, RG7 1NT). With the Dynamic Yield recommendation tool, our web offer is optimised based on your consent in accordance with Art. 6 para. 1 lit. a of the GDPR in order to turn your visit to the website into a personalised experience through customised recommendations and content. We use the page content that you view to recommend equivalent or thematically related products or other content relevant to you.
Dynamic Yield collects pseudonymized information about your usage activities on our site. This uses cookies, which store only pseudonymized information under a randomly generated ID (pseudonym). Your IP addresses will only be stored anonymously. A direct personal connection is therefore not possible.
The consent given with regard to the use of Dynamic Yield can be revoked here at any time by deselecting the category "Personalisation cookies". Revoke here: Cookie settings. In addition, you can find more information about the tracking technology used via the following link: https://www.dynamicyield.com/platform-privacy-policy/.
In particular, we evaluate the data for the following purposes:
Conducting performance or profitability comparisons of our websites, count visitors, track awareness of, for example, online advertising posted on the website, partner and affiliated programs, rich media content or special campaigns, measure the areas of the website that are particularly attractive to you, evaluate the origin of online users to optimise our offer locally
(i) Interactive Digital Assistant (Zoovu)
This website offers an Interactive Digital Assistant. This service is provided by Zoovu (Germany) GmbH, Skalitzer Str. 104, 10997 Berlin, Germany. We use this tool on our own responsibility and have entered into a data protection agreement with Zoovu that our customers’ data may only be processed on the basis of our instructions, must not be shared with third parties and must be adequately protected technically.
When you use the service and if you have given us permission to do so, e.g. by giving us your consent via the tracking banner, we collect the following usage data:
Usage Data: (Services of the Digital Assistant, answering questions, navigation, product recommendations, purchases)
Browser / Operating System / Device Used
Reference Source
The usage data collected (using a cookie ID) is used to improve the Digital Assistant experience, for technical purposes and to improve the service. Your IP address is not collected. It is therefore not possible to determine the identity of the user from the ID used.
If you have not given us permission to do so, e.g. by refusing consent via the tracking banner, only those cookies will be set that are necessary to provide the service, but there will be no tracking of usage as described above.
(j) Bazaarvoice
In addition, we use services provided by Bazaarvoice Inc., Austin, United States to provide evaluation functions and to evaluate the findings. The evaluation is voluntary and can be done by providing a nickname. You do not have to provide your name. We also use other features offered by Bazaarvoice: To research social media content that is tagged with our content, websites and social media presences, to check whether certain content is worth sharing there, to contact post authors, and to upload content and to integrate it in our social media presences. Our service provider, Bazaarvoice, may also process your personal data in the United States. We have entered into standard data protection clauses with Bazaarvoice in this regard. For more information about how Bazaarvoice processes your data, please refer to the Privacy Notice at https://www.bazaarvoice.com/legal/privacy-policy/.
(k) Linkster
We use the tracking technology of Linkster GmbH, Colonnaden 5, 20354 Hamburg on this page to measure, visualise and invoice insights in partnerships and advertising channels.
If you have provided your consent via the cookie banner, cookies are set in your browser, which will be read out in the event of a transaction. Information submitted includes the URL of the website, on which an advertising material is placed (referrer URL), the browser identifier (user agent) of your device (including information about the device type and operating system), the IP address of the device (this IP address is hashed by us before storage), HTTP header (data packet automatically transmitted by your browser with various technical information), the time of the request and, if previously stored on the device, the cookie with its content. If necessary, the stored touch points can be compiled into a sequence chain (user journey). In the case of an action request, the order number and the cart value of your order are usually also transmitted and saved by us. In addition, the following values can be transmitted and saved: Your account number, new customer information, age and gender as well as the information you provided in a customer survey.
The collection and processing of tracking data can also be deactivated by clicking on this tracking opt-out link: https://trck.linkster.co/privacy-optout.do.
Viewing your data: https://trck.linkster.co/privacy-mydata.do.
The legal basis for our processing is Art. 6 para. 1 S. 1 lit. a of the GDPR.
(l) Snapchat
On our website, we use the “Snapchat Pixel” of Snap Inc., 63 Market Street, Venice, CA 90291, USA (“Snapchat”). If you have provided consent via the cookie banner, this will track user behaviour to evaluate the effectiveness of Snapchat ads for statistical and market research purposes and to optimise advertising measures. The data is stored and processed by Snapchat so that a connection to the respective user profile may be possible and Snapchat can use the data for its own advertising purposes in accordance with the Snapchat data usage policy. You can enable Snapchat and its partners to run ads on and off Snapchat. These processing operations take place exclusively when providing consent in accordance with Art. 6 para. 1 lit. a) of the GDPR. For more information, please see Snapchat's privacy policy at https://www.snap.com/de-DE/privacy/privacy-policy/.
(m) Facebook Business Tools and Facebook Ads Manager, sharing of event data
We use Facebook Business Tools and the Facebook Ads Manager, which are provided by Meta Platforms Ireland Limited (Ireland). These allow us to define when and where ads should be placed on Facebook, Instagram and on websites as well as to track how successful our ad campaigns are. In this context, we disclose so-called "event data" for the targeting of our advertising campaigns with the consent you have granted via our cookie banner, Article 6 para. 1 S. 1 lit. f of the GDPR. These data are shared in hashed form only. They include, in particular, your e-mail address, postcode and city.
Third parties, including Meta Platforms Ireland Limited, may use cookies, web beacons, and other storage technologies via Facebook Business Tools in order to record or obtain information from our websites and other sites on the Internet and then use this information to provide measurement solutions and ad targeting.
(n) Meta Platforms Ireland Limited Retargeting (Website Custom Audience)
A Meta Platforms Ireland Limited pixel is integrated into this website (website custom audience pixel). If you have provided your consent, this pixel collects information about the use of this website (e.g., information about items viewed) by us and Meta Platforms Ireland Limited in joint responsibility and transmits it to Meta Platforms Ireland Limited. This information may be attributed to you personally with the help of other information about you that Meta Platforms Ireland Limited has stored based on an account you own on the social network “Facebook”, for example. The information collected via the pixel can be used to display interest-related advertising for our offers in your Facebook account (retargeting). The information collected via the pixel may also be aggregated by Meta Platforms Ireland Limited and the aggregated information may be used by Meta Platforms Ireland Limited for its own advertising purposes and for the advertising purposes of third parties. In this way, Meta Platforms Ireland Limited can determine certain interests from your browsing behaviour on this website, for example, and may also use this information to promote third-party offers. Meta Platforms Ireland Limited may also combine the information collected via the pixel with other information that Meta Platforms Ireland Limited has collected about you through other websites and/or in connection with your use of the social network “Facebook” so that a profile about you can be stored at Meta Platforms Ireland Limited. This profile may be used for advertising purposes. Meta Platforms Ireland Limited is solely responsible for the permanent storage and the displayed further processing of tracking data collected via the website custom audience pixel used on this website. The legal basis for this data processing is Art. 6 para. 1 S. 1 lit. a of the GDPR.
For more information on data protection at Meta Platforms Ireland Limited, please click here: https://www.facebook.com/policy.php. Here you will also find information about asserting your rights (e.g. right to erasure) against Meta Platforms Ireland Limited. You can withdraw consent to the transfer of the data to Meta Platforms Ireland Limited by using the pixel on this website at https://www.youronlinechoices.com/.
(o) Twitter
This website incorporates functions of the Twitter service. These functions are provided by Twitter International Limited (Ireland) ("Twitter"). By using Twitter and the "Retweet" function, the websites you visit are linked to your Twitter account and made known to other users. Data is also transferred to Twitter during this process. For this purpose, your Internet browser establishes a direct connection to the Twitter servers and transmits data to Twitter. We would like to point out that we have no knowledge of the content of the transmitted data or its use by Twitter.
For more information, please refer to Twitter’s Privacy Policy: https://twitter.com/privacy. You can change your privacy settings on Twitter at https://twitter.com/account/settings.
(p) TikTok
We use a pixel by the provider TikTok (TikTok Technology Limited, 10 Earlsfort Terrace, Dublin, D02 T380, Ireland, together with TikTok Information Technologies UK Limited, Aviation House, 125 Kingsway Holborn, London, WC2B 6NH, United Kingdom) on this website. This is a code that we have implemented on our website. With the help of this code, providing that you consent, a connection to the TikTok servers will be established when you visit our website in order to track your behaviour on our website. Personal data such as the IP address and other information such as the device ID, device type and operating system can also be transferred to TikTok. TikTok uses e-mail or other login or device information to identify users of our website and to assign their actions to a TikTok user account.
TikTok uses this data to display advertising to its users in a targeted and personalised manner and to create interest-based user profiles. The data collected will only be used by us as part of the measurement of the effectiveness of advertising placements.
In principle, your data will be processed within the EU or the EEA. A corresponding data protection agreement has been concluded with TikTok for this purpose. If personal data are transferred to countries outside the EU or the EEA, TikTok implements the so-called Standard Contractual Clauses unless the personal data is transferred to countries for which an adequacy decision has been adopted by the European Commission.
TikTok’s Privacy Policy can be found here: https://www.tiktok.com/legal/privacy-policy-eea.
(q) TikTok Business Tools and TikTok Ad Manager, sharing of event data
We also use the TikTok Business Tools and the TikTok Ads Manager of TikTok Technology Limited, 10 Earlsfort Terrace, Dublin, D02 T380, Ireland. These allow us to define when and where ads should be placed and to track how successful our ad campaigns are. To this end and with the consent you provide via our cookie banner, Art. 6 para. 1 S. 1 lit. f of the GDPR, we share so-called “event data” for the targeting of our ad campaigns. These data are shared in hashed form only. They include, in particular, your e-mail address, postcode and city.
Third parties, including TikTok Business Tools, may use cookies, web beacons, and other storage technologies via TikTok Technology Limited in order to record or obtain information from our websites and other sites on the Internet and then use this information to provide measurement solutions and ad targeting.
