iq digital privacy policy on the marketing of advertising space on third-party websites

iq digital Privacy policy for the marketing of advertising space on third-party websites

iq digital's privacy policy on the marketing of advertising space on third-party websites

1. Role of iq digital in the marketing of websites; responsibility for data protection; scope of this privacy policy

You have found the link to this privacy policy on a website whose advertising spaces are marketed by iq digital media markteting GmbH, Toulouser Allee 27, 40211 Düsseldorf ("iq digital").

The respective website operator is responsible for the personal data processed in this context. You can find the contact details of the website operator in the privacy policy and the legal notice of the respective website.

iq digital works together with other parties when processing the personal data concerning you. Sometimes iq digital acts on behalf of and under the instruction of third party website operators or service providers (in particular "vendors" within the meaning of section 2), so that iq digital acts as a processor and has concluded a contract with the respective website or service operators for the processing of personal data on behalf of Art. 28 GDPR. In some cases, iq digital also decides jointly with third-party website operators or service providers (in particular "vendors" within the meaning of Section 2) on the means and purposes of the data processing that takes place, so that iq digital is to be regarded as a joint controller with them in accordance with Art. 26 GDPR and has concluded a corresponding agreement.

In this data protection declaration, iq digital informs you on behalf of the respective website operator about the data processing procedures that take place as part of the marketing of the advertising spaces by iq digital.

For other data processing operations that take place on the website of customers (including any processing of personal data for advertising purposes by the customers themselves), reference is hereby made to the privacy policy of the respective customer.

2. General information on the involvement of partners ("vendors")

iq digital uses a large number of partners who provide various technologies and advertising networks to market the advertising spaces. These partners help to display advertising that is tailored to the interests of iq digital's customers and at the same time makes the most economic sense on their websites. These partners are also referred to below as vendors. All vendors are listed below, sorted according to their respective purpose and the purpose of data processing.

Some vendors who are directly involved in the selection of a suitable advertising medium are direct contractual partners of iq digital. Many other vendors only become active as part of a selected advertising medium and help to determine the success of the advertising (e.g. the length of time a banner was visible on a screen). Many of these vendors, which are used to measure success or reach, are not contractual partners of iq digital; their use is typically decided by the advertising companies. Nevertheless, all vendors that are active in connection with iq digital's activities are included in the list below.

The vendors do not receive any "real names" or other unique identifiers such as an address or date of birth. Instead, the vendors only receive pseudonymous information, such as a cookie ID or an IP address. Nevertheless, this data is also regularly personal data.

It is possible that the website operator whose advertising spaces are marketed by us has also implemented other vendors on its website. Consequently, you may not find all vendors that are active on the websites of iq digital's customers in the list below. For further information on vendors that are not integrated by iq digital but by iq digital's customers, please refer to our customers' privacy policies.

3. Your choice of vendors; revocation of the declaration of consent; opt-outIhre Auswahl der Vendoren; Widerruf der Einwilligungserklärung; Opt-Out

If you have given a comprehensive declaration of consent on our customers' website, all of the vendors listed below may be active on the corresponding website. Which vendor is involved in playing which advertising material in which individual case depends on many factors, e.g. which vendors have already stored detailed information about your interests in the cookies stored on your end device.

If, instead of your global consent, you have only permitted individual vendors to process your personal data, only these vendors will process your data on our behalf (for the sake of completeness, however, all of the vendors generally used by us are listed below).

You can revoke your declaration of consent at any time with effect for the future or give your opt-out to each individual vendor (or for all vendors). For this purpose, we refer you to the "Privacy Center", which is included in the privacy policy of our customers. There are also the following alternative ways to declare an opt-out:

  • Open the privacy policy of the respective vendor (you will find the link in the list of vendors below). An opt-out option is provided in the vendor's privacy policy.
  • Activate the "Do not track" function in your browser (Note: If you deactivate the setting of cookies in your browser, you will prevent the activity of many but not all vendors; this is because some vendors use similar technologies for identification in addition to cookies (see section 6 below).
  • Set your preferences on the "youronlinechoices" website.


4. IAB TCF 2.2 („Transparancy and Consent Framework“)

iq digital only permits and integrates advertisements on its customers' websites that comply with the rules of the IAB TCF.

The Transparency and Consent Framework ("TCF") is a set of rules for online marketing issued by the Interactive Advertising Bureau Europe ("IAB Europe"), an industry association for online marketing. (see general information on IAB Europe here: ). Version 2.2 of the IAB TCF is currently used (see general information on the IAB TCF 2.2 here: All references to the IAB TCF in the following refer to its current version 2.2.

The IAB TCF defines strict rules which, according to the IAB Eurpoe, ensure GDPR compliance and the fulfilment of all other European data protection requirements through standardization. iq digital therefore only works with vendors who have subjected themselves to compliance with the rules of the IAB TCF and who have been included in the so-called "Global Vendor List" after an audit (see

5. Declaration of consent as a basis for permission for advertising purposes and the creation of profiles

The processing of personal data for advertising purposes is based on your declaration of consent, which you gave when you accessed our customers' website (if you have not given your declaration of consent or have only given it for certain vendors, the corresponding data processing will not take place; the same applies if you have revoked your declaration of consent. To revoke your declaration of consent, please refer to the "Privacy Center", which is included in our customers' privacy policy (see explanation under 3.).

According to the IAB TCF, your consent relates to the following data processing purposes (so-called "purposes", see also the table of data processing purposes at

  • For all processing purposes, the storage and/or retrieval of information from a user's terminal device is necessary (Purpose 1 according to IAB TCF). For this purpose, vendors can:
    • Store and retrieve information such as cookies and device identifiers and similar online identifiers on the device for the processing purposes indicated to the user.
  • Selection of simple ads (Purpose 2 nach IAB TCF)
    • For the selection of simple ads, vendors can:
      • use real-time information about the context in which the ad is displayed, including information about the content environment and the device used for an interaction, e.g. device type and functions, browser ID, URL, app, IP address;
      • use the approximate location data of a user;
      • control the frequency of ad impressions;
      • control the order in which ads are displayed;
      • prevent an ad from being displayed in an inappropriate editorial environment (brand-unsafe).


  • Create a personalized ad profile (Purpose 3 according to IAB TCF)
    • To create a personalized ad profile, Vendors:
      • collect information about a user, including their activities, interests, visits to websites or use of applications, demographic information or location, in order to create or edit a user profile for the personalization of content and advertisements by combining it with previously stored information.
  • Select personalized ads (Purpose 4 according to IAB TCF)
    • For the selection of personalized ads, vendors can:
    • Select personalized ads based on a user profile or other historical usage data, including past activity, interests, visits to other websites or app usage, location or demographic information.


  • Create a personalized content profile (Purpose 5 nach IAB TCF)
    • To create a personalized content profile, Vendors:
      • collect information about a user, including their activities, interests, visits to websites or use of applications, demographic information or location, in order to create or edit a user profile for the personalization of content. The user profile may also be used to present content that appears more relevant based on possible user interests, for example by adjusting the order in which content is displayed so that users can more easily find content that matches their interests.


  • Select personalized content (Purpose 6 nach IAB TCF)
    • To select personalized content, Vendors:
      • Select personalized content based on a user profile or other historical usage data, including previous activities, potential interests, visits to websites or use of applications, location or demographic information and other personal aspects. Personalization of content may also include adjusting the order in which content is displayed to make it easier for users to find content that matches their interests.

These categories of data processing purposes are specified in the formulation given here by the IAB TCF rules. The vendors approved by iq digital undertake to use precisely these categories of data processing purposes (see Not every vendor pursues every stated purpose. Under 8. you can find out which vendors pursue which purposes. The data processing activities and data processing purposes are explained in more detail in the privacy policies of the individual vendors linked below.

6. Declaration of consent and legitimate interest as justification for permission for analysis purposes, reach measurement and product improvement

In addition to the purposes listed under 5, individual providers process personal data for the following additional purposes. The providers base this partly on your declaration of consent and partly on a legitimate interest. You can find out which legal basis is used by which provider in the detailed information under 8.

  • Measure content performance (Purpose 8 nach IAB TCF)
    • To measure the performance of content, vendors can:
      • measure and report on how content was delivered to users and how they interacted with it;
      • measure and report on whether content reached its target audience and matched their interests, e.g. whether an article was read, a video watched, a podcast listened to or a product description viewed;
      • provide reports on directly measurable or already known information from users who have interacted with the content.


  • Use market research to gain insights into target groups (Purpose 9 nach IAB TCF)

o In order to measure target groups for advertising campaigns or content, Vendors:

    • create reports based on data sets (such as user profiles, statistics, market research and analytics data) about user interactions.


  • Develop and improve products and services (Purpose 10 nach IAB TCF)
    • In order to develop and improve products and services, vendors can:
      • use information to improve their existing products and services with new functions and to develop new products and services, whereby explicitly no development or improvement of user profiles or user identification is undertaken;
      • create new computational models and algorithms using machine learning.


  • Use of limited data for content selection (Purpose 11 nach IAB TCF)
    • To improve the presentation of content, Vendors:
    • Access limited information, such as the website visited, the app used, the device type, the approximate location or the content interacted with. This can be used, for example, to limit the frequency with which a video or article is displayed.

Some vendors base this data processing for the above-mentioned purposes on the legitimate interest pursuant to Art. 6 para. 1 lit. f GDPR. The vendors' interest is to measure the performance of ads and content and to improve and further develop their products. You can see from the list below which vendors are relying on this. For all purposes mentioned in this section, no user profiles are used and the information about specific interests of users is not used.


7. Standardized functions for data processing according to the IAB TCF

According to the IAB TCF, the functions (so-called features) that can be used by vendors to process personal data concerning you for the purposes mentioned under 5. and 6. are also standardized. This serves both to comply with your data protection preferences and to exchange the information required for data processing.

There are a total of three features that vendors can use to process data concerning you for all of the aforementioned purposes:

  • Comparison and combination of data from other sources (Feature 1 nach IAB TCF)

o Information about your activity on a website can be compared and combined by Vendors with other personal data relating to you from various sources (e.g. other websites, survey participation, etc.).


  • Linking different devices (Feature 2 nach IAB TCF)

o To support data processing, vendors may consider your device to be likely connected to another device in your household (e.g. because both devices use the same internet connection).


  • - Identification of devices based on automatically transmitted information (Feature 3 nach IAB TCF)

o Your device can be distinguished from other devices by vendors on the basis of the information it automatically sends when accessing the Internet (e.g. IP address or browser data).


  • There are also two special features that may only be used with your consent:


  • Use of precise location data (Special Feature 1 nach IAB TCF)

o Your location can be localized by vendors within a radius of less than 500 m.


  • Active scanning of device properties for identification (Special Feature 2 nach IAB TCF)

o To distinguish your device from other devices, vendors can query and use certain features of your device (e.g. fonts, plugins or screen resolution).

8. Overview of the partners/vendors and the purposes for which they process personal data in accordance with IAB TCF

See the overview


9. Advertising material in newsletters

We take over the display of advertising material in newsletters for our partners. For this purpose, a connection to the ad server of Passendo ApS, Tagensvej 85F, 2200 København, Denmark ("Passendo") is established when the newsletter is called up and the respective advertising material is retrieved from this ad server. Your IP address is necessarily transmitted in the process. Passendo is a service provider of ours that processes the data exclusively on behalf of and under the instruction of us or the provider of the newsletter. The data is processed exclusively within the EU.

In order to determine the success of the advertising material (e.g. to determine how often a newsletter was opened and an advertising material was clicked on), parts of the data provided to register for the newsletter are converted into a hash value and transmitted to Passendo. It is not possible to draw any conclusions about the data originally provided from this hash value.

The IP address and the hash value are not used in this context to create an advertising profile. The advertising playout shown here only concerns non-personalized advertising and only the statistical analysis of the success of the advertising media.

The respective provider of the newsletter is responsible for the personal data processed in this context. You can find their contact details in the respective newsletter.

10. general information on cookies and similar technologies

Cookies are small text files that are stored on your end device by the browser you use when you visit our customers' websites. Individual services of a website and in particular the vendors used by iq digital can "recognize" you in this way and "remember" which settings you have made. This is used, among other things, to carry out personalized online advertising.

Some cookies are automatically deleted from your end device as soon as you leave the website (so-called session cookies). Other cookies are stored for a specific period of time, which generally does not exceed two years (persistent cookies). You can find out which cookies are used by which vendor and how long they are stored for in the vendors' privacy policies linked below.

However, the "recognition" of a specific end device is not only carried out via cookies, but also via other similar technologies and in particular data that is read from your end device (e.g. the device ID of your end device, the MAC address of your end device, information about the settings of a browser (so-called browser fingerprint) or the system settings). You can find out which technology is used for user recognition by which vendor in the vendors' privacy policies linked below.


11. storage period

iq digital itself does not store any user profiles in the long term (short-term storage for the purpose of displaying advertising and measuring reach is not excluded).

The vendors store the pseudonymous user profile for a longer period of time, although the individual information about users is usually only stored for a few weeks. Other personal data (e.g. the customer's IP address, which is collected for technical reasons) is only stored for a short period of time. You can find more detailed information on this in the vendors' privacy policies linked in section 8.


Privacy policy

of iq digital media marketing gmbh, Toulouser Allee 27, 40211 Düsseldorf; Managing director: Steffen Bax

I.          Purpose of the privacy policy

Whenever you contact us, we process personal data. Personal data is information that can be used to identify a person, i.e. information that can be traced back to a person. This typically includes the name, e-mail address or telephone number as well as any other data records that prove necessary for the respective business relationship. You are not obliged to provide personal data beyond this, unless we refer to this in individual cases in this data protection declaration or the necessity for data processing arises for legal reasons.

This data protection information therefore informs you about the nature, scope and purpose of the collection and use of personal data by Handelsblatt GmbH (hereinafter referred to as "we" or "us"). We are responsible for the processing of your personal data, unless this privacy policy contains deviating information.

The contact details of the data controller are:

iq digital media marketing gmbh, Toulouser Allee 27, 40211 Duesseldorf



You can reach our data protection officer at the following contact details:

Name: DMC Data Protection Management & Consulting GmbH & Co. KG

E-mail address:

Address: Zur Mühle 2-4, D-50226 Frechen, Germany

II. Data processing procedure and legal basis

We collect and process your data in accordance with the legal provisions, in particular the EU General Data Protection Regulation (DS-GVO) and the German Federal Data Protection Act (BDSG), as well as other legal bases such as the German Teleservices Media Act (TMG) in the area of electronic communication for the following purposes:

  • For the conclusion and execution of the contract, including your support as a customer. The purposes of data processing are primarily based on the specific purpose of the contract. Further details on the purposes of data processing can be found in the relevant contract documents and terms of business/use.
  • If you have expressly consented, we will also use your data for sales and marketing information about products and services of the HANDELSBLATT MEDIA GROUP that we send to you via electronic channels (e.g. e-mail, telephone, fax, SMS, messenger, etc.). (Art. 6 para. 1 lit. a DSGVO, § 7 UWG).
  • To fulfill legal obligations or official requirements. Processing is carried out in accordance with legal requirements, including for the fulfillment of commercial law provisions, tax law provisions and control and reporting obligations or creditworthiness, age and identity checks. (Art. 6 para. 1 lit. c and lit. e DSGVO).
  • When necessary, we process your data to protect our legitimate interests or those of third parties (Art. 6 para. 1 lit. f DSGVO):
    • assertion of legal claims and defense in legal disputes
    • to check creditworthiness before entering into a contractual relationship
    • for information about our products and services (advertising or market and opinion research)
    • measures for business management and further development of services and products
    • for statistical evaluations for the development of (marketing) measures on the basis of calculated key figures as well as for the analysis of existing contractual relationships for their maintenance improvement or termination

III.        Your rights

You have the right to obtain information about the personal data stored about you free of charge upon request (from the second information within 12 months, we may charge a fee). In addition, you have the right to request the correction of incorrect data, the right to request the restriction of processing of data that has been processed too extensively and the right to request the deletion of personal data that has been processed unlawfully or stored for too long (insofar as this is not subject to a legal obligation to retain data and there are no other reasons in accordance with

Article 17 (3) DSGVO are opposed). In addition, you have the right to the transfer of all data you have provided to us in a common file format (right to data portability).

Consent given can be revoked at any time with effect for the future. Furthermore, you may object to the processing of your data for the purpose of direct marketing. This also applies to profiling (see VI), insofar as this is connected with direct advertising. A right of objection also exists for reasons arising from your particular situation for data that we process on the basis of a public interest (Art. 6 (1) (e) DSGVO) or on the basis of a legitimate interest (Art. 6 (1) (f) DSGVO).

To exercise your rights, simply send an email to 

In addition, you also have the right to complain to a data protection supervisory authority.

IV. Recipients of your data

Your data will be processed by us for the purpose of handling your contract by the relevant departments of Handelsblatt GmbH. Furthermore, we pass on this data to the following recipients:

1. Companies of the Handelsblatt GmbH Group

-           for the purpose of processing an order or providing a service

-           To improve the offers and websites of both Handelsblatt GmbH and our group companies.

-           Transmission of marketing messages, if you have consented to this or if this is legally permissible for other reasons.

The companies of the HANDELSBLATT MEDIA GROUP that receive your data can be found here.

2. Service partners

Service partners of Handelsblatt GmbH that we use to process contracts and improve our offers, e.g.

  • IT service providers
    • Payment service providers, for the processing of a payment transaction (e.g. financial institutions, payment services)
    • Vendors or providers of events who offer their services together with us, insofar as this is necessary for the processing of the contract
  • Commercial agents
    • Printing and logistics companies, e.g. telecommunications service providers, delivery services
    • Collection service providers or credit agencies, insofar as this is necessary for the exercise of our rights
  • Consulting companies
  • Credit agencies
  • Call centers
  • Trade fair service providers

We have contractually agreed with these service providers that they may only use your data in the context of processing orders for us and for our services. Any other use - including for our own contacting by one of these service providers - is only permitted with your prior consent.

3. Law enforcement authorities

Law enforcement authorities, public bodies (e.g. tax authorities, social insurance institutions) supervisory authorities or third parties authorized to receive data

  • in the event of requests for information or obligations to provide information
  •  in the case of judicial measures
  • investigative proceedings
    • as well as to our own tax advisors, auditors and lawyers in order to exercise our rights and meet our legal obligations

4. Change of ownership

We will pass on your data to another company in the event of a merger or amalgamation with that company.

5. Recipients outside the European Union

We only transfer data to bodies outside the European Union (third country) without your consent if this is necessary according to the respective contract, to fulfill legal obligations or to protect our legitimate interests. The data transfer in the third country is also subject to the condition of corresponding adequacy decisions of the EU Commission on the level of data protection or the existence of corresponding suitable and appropriate guarantees. For details, please contact our data protection officer (

V. Duration of data storage

Data will be deleted after the contract has been completely fulfilled and legal storage obligations have expired (e.g. in accordance with the German Commercial Code or the German Fiscal Code). In addition, we retain personal data if this is necessary in connection with claims asserted against us (maximum statutory limitation period 30 years).

VI. Profiling und Scoring

We process your data together with data that we have obtained from browsers or other sources in order to develop offers for you that are tailored to your interests and to question and evaluate our own services ("profiling"). Furthermore, in individual cases we calculate the probability that a customer will meet his payment obligations ("scoring") on the basis of data accessible to us (e.g. via credit agencies). The scoring includes, for example, data on employment relationships, occupation, employer experience from previous business relationships or credit information. Scoring is based on mathematical-statistical, recognized calculation processes. The values determined in this way help us to manage risk and make decisions when concluding contracts.