This section gives you an overview of the terms used in this data protection declaration. Many of the terms are taken from the law and primarily defined in Art. 4 GDPR. The legal definitions are binding. The following explanations, on the other hand, are primarily intended to aid understanding. The terms are sorted alphabetically.

Conversion Tracking: Conversion Tracking describes a procedure with which the effectiveness of marketing measures can be determined. For this purpose, a cookie is usually stored on the users‘ devices within the websites on which the marketing measures are carried out and then retrieved again on the target website. For example, we can see whether the advertisements we placed on other websites were successful).

Cross-device tracking: Cross-device tracking is a form of tracking in which user behavior and interest information is recorded across devices in so-called profiles by assigning an online identifier to the users. As a result, the user information can usually be analyzed for marketing purposes regardless of the browser or device used (e.g., mobile phones or desktop computers). With most providers, the online identification is not linked to clear data such as names, postal addresses, or e-mail addresses.

IP masking: „IP masking“ is a method in which the last octet, i.e., the last two digits of an IP address, is deleted so that the IP address can no longer be used to uniquely identify a person. Therefore, IP masking is a means of pseudonymising processing methods, especially in online marketing.

Interest-based and behavior-based marketing: One speaks of interest-based and / or behavior-based marketing when potential interests of users in advertisements and other content are predetermined as precisely as possible. This is done based on information about their previous behavior (e.g., visiting certain websites and lingering on them, buying behavior or interaction with other users), which are stored in a so-called profile. Cookies are usually used for these purposes.

Conversion measurement: Conversion measurement is a procedure with which the effectiveness of marketing measures can be determined. For this purpose, a cookie is usually stored on the users‘ devices within the websites on which the marketing measures are carried out and then retrieved again on the target website. For example, we can see whether the advertisements we placed on other websites were successful.

Personal data: „Personal data“ are all information that relates to an identified or identifiable natural person (hereinafter „data subject“); A natural person is regarded as identifiable who can be identified directly or indirectly, in particular by means of assignment to an identifier such as a name, an identification number, location data, an online identifier (e.g. cookie) or one or more special features, which express the physical, physiological, genetic, psychological, economic, cultural or social identity of this natural person.

Profiling: „Profiling“ is any type of automated processing of personal data that consists of using this personal data to identify certain personal aspects that relate to a natural person (depending on the type of profiling, this includes information relating to the age, gender, location data and movement data, interaction with websites and their content, shopping behavior, social interactions with other people) to analyze, evaluate or predict them (e.g. the interests in certain content or products, the click behavior on a website or the whereabouts). Cookies and web beacons are often used for profiling purposes.

Reach measurement: Reach measurement (also known as web analytics) is used to evaluate the flow of visitors to an online offer and can include the behavior or interests of visitors in certain information, such as the content of websites. With the help of the reach analysis, website owners can see, for example, at what time visitors visit their website and what content they are interested in. This enables you, for example, to better adapt the content of the website to the needs of your visitors. For range analysis, pseudonymous cookies and web beacons are often used to recognize returning visitors and thus to receive more precise analyzes of the use of an online offer.

Remarketing: One speaks of „remarketing“ or „retargeting“ when, for example, it is noted for advertising purposes which products a user was interested in on a website to remind the user of these products on other websites, e.g., in advertisements.

Server monitoring and error detection: With the help of server monitoring and error detection, we ensure the availability and integrity of our online offer and use the processed data to technically optimize our online offer. Performance, utilization, and comparable technical values are processed, which provide information about the stability and any abnormalities of our online offer. In the event of errors and anomalies, individual inquiries from users of our online offer are recorded to identify and resolve sources of problems.

Tracking: One speaks of „tracking“ when the behavior of users can be traced across several online offers. As a rule, behavioral and interest information about the online offers used is stored in cookies or on servers of the providers of tracking technologies (so-called profiling). This information can then be used, for example, to show users advertisements that are likely to correspond to their interests.

Responsible: „Responsible“ is the natural or legal person, authority, institution, or other body that alone or jointly with others decides on the purposes and means of processing personal data.

Processing: „Processing“ is any process carried out with or without the aid of automated processes or any such series of processes in connection with personal data. The term goes far and includes practically every handling of data, be it the collection, evaluation, storage, transmission, or deletion.

Target group formation: One speaks of target group formation (or „Custom Audiences“) when target groups are determined for advertising purposes, e.g., showing advertisements. For example, based on a user’s interest in certain products or topics on the Internet, it can be concluded that this user is interested in advertisements for similar products or the online shop in which he viewed the products. One speaks of „lookalike audiences“ (or similar target groups), in turn, when the content assessed as suitable is displayed to users whose profiles or interests presumably correspond to the users for whom the profiles were created. Cookies and web beacons are generally used for the purpose of creating custom audiences and lookalike audiences.

This is a convenience translation. The German version is legally binding.