GDPR and Cookies

Further Guidance on Data Protection and Protection of Personal Privacy


At advanced store, we recognise the importance of data protection and the protection of personal privacy, which we take very seriously. This further guidance on data protection supplements our Data Protection Policy and describes the procedures we use for capturing and processing data within the scope of our services. In this guidance, we describe whether and how advanced store collects, uses, shares and saves personal data and other information. Furthermore, we highlight the options you have relating to the use of and access to your data. You can access our Data Protection Policy here:


advanced store specialises in creating and delivering interest-based advertising. We collaborate with online partners (called “partners” or “publishers”) in order to present advertising to users who visit these partners’ websites. Our collaboration with these publishers enables us to present targeted and customised advertising, which is based on users’ past activities.

Our mission is to show you the most interesting advertising and products possible. Our technology enables us to develop usage parameters on the basis of your surfing and search behaviour, which facilitates this targeted and relevant advertising.

We are pleased to illustrate this using a simple example relating to a product display using our ad4mat technology: When you visit an online shop that appeals to you for a provider of products or services and subsequently continue surfing on an informative website (magazine, blog or similar), optimised advertising, which is based on your past surfing / usage behaviour, will be displayed to you on this site. For example, if you visit a fashion brand’s website and are also connected to a social media site, you will see an advertisement for this fashion brand on the social media site.


We collect information about your surfing behaviour using tracking cookies and similar technology, which are placed in the user’s browser. In this way, we can analyse trends and identify a user’s individual interests based on the websites they have visited. In your browser’s settings, you can control the use of cookies yourself very easily using the opt-out and preferences options and thereby tailor this to your own usage. However, we would like to point out that if you decide to opt out, this does not mean that you will see less advertising, but that you will only see advertising, which is not interest-based.

advanced store uses cookies to identify visitors to each of our partners’ websites and assigns an ID to each visitor. It is important to note that we do not collect any personal data at any point, through which you could be identified (e.g. name or postal address). Furthermore, the cookies are saved in your browser and are not stored by us. Even if the cookie ID were taken as the basis for a possible interpretation of a person’s identity, we assume that in this scenario we would process this personal data in a way that is authorised and respects the affected person’s protection needs according to art. 6, para. 1 lit. f GDPR. Your search behaviour and the websites you visit form the basis for the delivery of our advertising.

It is also likely that our partners will occasionally place their own cookies in your browser to optimise the use of advertisements from their side. In this case, you can obtain further information regarding the respective publishers’ data protection policies from their websites.


In order to be able to display personalised advertising to you, we save the product data that you have viewed when visiting a website in a cookie. Using our technology, advertisements that are customised according to your cookie are displayed to you while you browse. This means that we guarantee that you only see advertising that is relevant to you without having to process personal data, such as your name, address, date of birth or log-in details.

Within the scope of our data handling process our retargeting cookie may call up a sub-cookie, which has been placed in your browser by one of our partners. This sub-cookie allows us to define a target group of users with similar interests. In this way, we can also systematically display content to an interest group. When advertisements are displayed to a target group, the interests of individuals are never considered, but rather the interests of anonymised, standardised groups of people. We only process statistical patterns, which are generated by the anonymous use of online advertising and editorial content. We store these patterns and use them to identify individual user groups, who have visited the same type of sites or have made purchases. It is also impossible for individual users to be identified during this process. On the contrary, the process involves assigning a blue dot to a user group, so that the server knows that this user may find a brand’s advertising interesting.


Who are you? We at advanced store do not know who you are. We only collect and process technical information, which is based on your surfing behaviour. Why? We use this to be able to display advertising that is as interesting and relevant to you as possible. In particular, the cookie ID mentioned above plays an important role in this.

What we do process is information on general surfing behaviour. We are very rigorous in ensuring that we never knowingly gather data, which could be used to identify a person (e.g. name, address, telephone number, etc.). We only collect information on your surfing behaviour. The following is recorded for this purpose: Your activity on our partners’ websites. For example, this includes the number of sites viewed, the products viewed on this website and any searches you carried out on this website.

The delivery of advertising displays by advanced store, for example the number of displays shown to you with the same content or content from the same advertisers.


In addition to our own data, we sometimes use product or other data from third party providers (third party cookies). These improve the synchronisation between the server and the browser and provide you with a seamless online experience. Our partners have committed to only collecting and processing information relating to surfing behaviour (websites visited, website categories, search field entries and product details). Furthermore, we expect all of our partners to provide an easy option for end users to opt-out of their data being collected or processed. We permit our partners to use the following tools to collect data:

1. Container Tags

Container tags enable the efficient use of several pixels from different providers and partners without having to amend the programming after every change made to the website. They are mainly used by affiliate networks, which serve a large number of partners. As part of this affiliate network, we use the data from container tags to be able to display relevant advertising to you.

2. DoubleClick and Programmatic Buying

We use several platforms to display our advertisements. For this, we purchase programmatic ad placement from publishers on the market places of different providers. This ad placement is assigned using a bid process. The value of ad placement is based on how current and relevant it is for the user. This implies that data is made available to the publisher and the user and can be processed.

3. Subcontractors, Affiliate Networks & Partners

advanced store collaborates with selected subcontractors on many areas. In the course of our collaboration, these companies receive restricted access to user data within the scope of GDPR.

Furthermore, a large number of affiliate networks and publisher partners belong to the subcontractors with which we collaborate. Affiliate networks, such as AWIN, Adcell and Affilinet connect publishers (also called affiliates or partners) with advertising clients in order to market products and services to specific target groups. We use these networks’ platforms for reporting, billing, technical development and communications with our partners. The placement of our ads by exclusive marketing partners, such as eBay Advertising, Scout24 and Ströer, also enables the best possible placement on the most popular and well-known websites on both mobile devices and desktop computers.

We carry out maximum performance online marketing for our clients in collaboration with the following partners:


Again, for the purpose of full transparency: Contrary to the common misgivings that arise on hearing that “data is stored”, we do not know who you are. We do not know your name, your date of birth or your address, let alone your employer or any similar information. Furthermore, we do not collect any confidential or sensitive information about you relating to your health or your political views. We also do not collect any data, which allows children under the age of 16 to be targeted. If this situation changes in the context of one of our partner’s campaigns, we will provide you with in-depth information on this website relating to how and for what purpose children are targeted.

We collect information with the aim of increasing the relevance of the advertising shown to you. In addition, we may use your data in reports or to provide our clients and partners with more information on the performance of their ad campaigns and how these can be improved.


In addition to cookies, we use other market-standard techniques to control and improve our Internet presence. For this, we use tools, such as Google Analytics or plugins from social media sites, such as Facebook, Twitter or Google+, as applicable. You can find extensive details on the programming of cookies and tools and the options to deactivate these in our Data Protection Policy.


In order to ensure the best possible performance of the campaigns we run, we may transfer aggregated data to our subsidiaries or partner companies. Aggregated data does not allow the identification of the participating parties. We enter into partnerships with marketers in order to purchase ad placements for use in the context of advanced store’s activities. We advertise online using ad placements, which are for sale and for which we actively bid, and we transfer the banner code to be displayed.


The user data we collect is stored for 12 months from the point of collection. Our cookies become invalid 12 months after they were last updated.

Furthermore, we have voluntarily submitted ourselves for self-regulation as part of the European Interactive Digital Advertising Alliance (EDAA). You can view the Self-Regulation Code for this using the following link: You can manage your preferences relating to usage-based online advertising (Online Behavioural Advertising (OBA)) very easily in the Preferences Management area.


In certain situations, advanced store may be obligated to disclose data in response to official requests from authorities relating to national security or criminal prosecution.

As prescribed by law, we also disclose our information in order to comply with a court order or within the context of a court case, for example. We may also transfer your personal information if we are confident in good faith that this is in the best interests of your security or that of another person, if it is necessary for investigating cases of fraud or if we are obliged to respond to a request from a regulation body. We reserve the right to disclose your personal data in the context of a merger, business acquisition, business dissolution or as part of the sale of assets. Should changes be made to the company’s ownership structure, the use of your personal data or your options for influencing this, we will inform you of this by email and/or via a very clear announcement on our website.


We rely on ad4mat for optimizing our display of relevant advertisements. ad4mat is a product and trademark of advanced store GmbH, Alte Jakobstraße 79/80, 10179 Berlin, Germany.

Using this technology, we collect technical information and data relating to the surfing behaviour of visitors to this site. This is carried out using cookies (small text files), which are stored on your computer. Using analysis of surfing behaviour based on a specific algorithm, advanced store can recommend products and services in banners on this website and on other websites in a way that is targeted, that is to say, relevant to your interests. As part of this, cookies are only used to optimise the recommended advertising content. It is not possible to identify the website user.

We are authorised to use ad4mat as a provider of online marketing services according to art. 6, para. 1 lit. f GDPR.

advanced store GmbH has committed to the European industry standard for Online Behavioural Advertising from the EDAA. You can obtain further information relating to this and to preference management here: Should you wish to contest the use of cookies and the corresponding analysis of your surfing behaviour, you can do so here. You can view the provider’s data protection regulations here:


We use the following terms in this Data Protection Policy:

a. Personal data

Personal data is all information that is used or can be used to identify a natural person (hereinafter “affected person”). Being able to identify a natural person is considered as the direct or indirect identification, in particular by means of the assignment of an identifier, such as a name, an identification number, location data, an online ID or one or more specific characteristics, which express the physical, physiological, genetic, psychological, economic, cultural or social identity of this natural person.

b. Affected person

The affected person is any natural person who is identified or can be identified and whose personal data is processed by the party responsible for data processing.

c. Processing

Processing is any operation carried out with or without the use of automated processes or any such operation sequence relating to personal data, such as the creation, collection, organisation, sorting, storage, amendment or modification, reading, retrieval, use, disclosure by transfer, distribution or another form of supply, reconciliation or combination, restriction, deletion or destruction of data.

d. Processing restriction

Processing restriction is the labelling of stored personal data with the aim of restricting its future processing.

e. Profiling

Profiling is any type of automated processing of personal data, which involves using this personal data to assess certain personal aspects that relate to a natural person, in particular to analyse or predict aspects relating to the job performance, economic situation, health, personal preferences, interests, reliability, behaviour, place of residence or change of location of this natural person.

f. Pseudonymisation

Pseudonymisation is the processing of personal data in a way in which personal data can no longer be assigned to a specific affected person without using additional information, as long as this additional information is stored separately and is subject to technical and organisational measures, which ensure that the personal data cannot lead to the identification or possible identification of a natural person.

g. Responsible parties orpParties responsible for processing

Responsible parties or parties responsible for processing are natural persons or legal entities, authorities, institutions or other agencies, who are responsible for deciding the purpose and means of processing for personal data, either alone or together with other people. If the purpose and means of processing are prescribed under European Union law or the laws of the member states, the responsible parties, or rather the specific criteria, can stipulate its designation according to European Union law or the laws of the member states.

h. Data Processors

Data processors are natural persons or legal entities, authorities, institutions or other agencies, which process the personal data on behalf of the responsible parties.

i. Recipients

Recipients are natural persons or legal entities, authorities, institutions or other agencies, to which personal data is disclosed, irrespective of whether or not they are third parties. Authorities, which may receive personal data in the context of a specific investigation mandate under European Union law or the laws of member states, do not count as recipients.

j. Third Parties

Third parties are natural persons or legal entities, authorities, institutions or other agencies other than the affected person, the responsible parties, the data processors and the people who are authorised under the direct responsibility of the responsible parties or the data processors, which process personal data.

k. Consent

Consent is any willingness expressed voluntarily for a specific situation in an informed manner and unambiguously in the form of a declaration or another action clearly confirming willingness, with which the affected person enables it to be understood that they agree to the processing of their personal data.

List of all cookies
Cookies Purpose Period Description
catId functional 30 days Category in which the user is placed
catId_XXX functional 30 days Category in which the user is placed. XXX stands for the advertiser’s internal ad4mat ID
apXXX functional 30 days Double encrypted value. XXX stands for the advertiser’s internal ad4mat ID. This value is anonymised.
adspaceId functional 30 days Program ID for the respective advertiser
country functional 30 days Advertiser’s sales territory
config functional 30 days Coded value. This assigns a timestamp to the respective advertiser’s program ID.
productId functional 30 days If available, this assigns a product ID to each product displayed.
productId_XXX functional 30 days If available, this assigns a product ID to each product displayed. XXX stands for the advertiser’s internal ad4mat ID.
ret_on technical 30 days Identifies whether or not retargeting is authorised. If no ret_on cookie is available, this is used and shows that the user is activated for retargeting. If the user has a ret_out cookie, this is not used and the user has opted out of our retargeting via our website or via
ret_out technical 365 days Identifies whether retargeting is authorised. If this cookie is used, no ret_on cookie is used.

The cookies listed above are all of the ones that are used by advanced store for pixel retargeting. Other cookies from specific partners can be used in addition to those listed above according to the type of service provided by advanced store. You can view the list of cookies used by each partner on their websites.


We would like to alert you to the fact that we amend and update our Data Protection Policy and this guidance in the event of innovations. If amendments are made, we will publish these on this site and on other sites.