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Marketing   |   A Study of 597 Logos Shows Which Kind Is Most Effective
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Marketing


A STUDY OF 597 LOGOS SHOWS WHICH KIND IS MOST EFFECTIVE

Is your logo too simple for its own good?
by
 * Jonathan Luffarelli,
 * Mudra Mukesh,
   and
 * Ammara Mahmood

by
 * Jonathan Luffarelli,
 * Mudra Mukesh,
   and
 * Ammara Mahmood

September 12, 2019
John Lund/Getty Images
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Summary.    Great logos help sell products. But what kind of logo is right for
your brand? Researchers analyzed 597 companies to answer this question. They
discovered descriptive logos (those that include visual design elements that
communicate the type of product)...more
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Imagine you are a marketing manager about to launch a brand called Noxu, which
markets jigsaw puzzles. You just received an email from your CEO, asking you to
choose between two logos. Your goal is to choose the one that will make the
launch more successful. Which logo should you choose: the one on the right or
the one on the left?



Good arguments can be made for either. For instance, if you picked the one on
the left, you might have thought your customers prefer simpler designs. If you
picked the one on the right, you might have thought the outline of the puzzle
piece provides valuable information about the product.

The objective of our latest research was to assist managers with such a choice.
To explore whether and when brands benefit more from descriptive or
nondescriptive logos, we conducted seven experimental studies and analyzed the
effect of logo design on brand equity for 597 companies. If you have not guessed
it yet, the logo on the right is what we consider descriptive, and the logo on
the left is what we consider nondescriptive.


DO LOGOS REALLY MATTER?

Logo design choices might seem inconsequential to some. But getting the design
right is important for a number of reasons. A well-designed logo can offer
substantial benefits to brands. It can help pique the interest of consumers,
differentiate brands from competitors, facilitate brand recognition, influence
investors’ decisions, and convey what a brand is all about. A logo is also a
ubiquitous communication tool that might appear on your company’s products,
website, annual report, entryway, and even on your business cards. It is thus a
brand element that is frequently seen by stakeholders, particularly consumers.

Furthermore, the design characteristics of logos can considerably impact
consumer behavior and brand performance. Prior studies on logos have shown that
their simplicity or complexity can influence the funding decisions investors
make, and that their symmetry or asymmetry can boost brand equity.


WHAT IS A DESCRIPTIVE LOGO?

A descriptive logo is a logo that includes textual or visual design elements (or
a combination of the two) that clearly communicate the type of product or
service a brand is marketing. For instance, the logo of Burger King and that of
the New York Islanders (a sports franchise) are descriptive. The former contains
the word “burger” and two hamburger buns. The latter includes an ice hockey
stick and a puck. Conversely, the logos of McDonald’s and the Minnesota Wild
(another sports franchise) are nondescriptive. They contain design elements that
are not indicative of the type of product or service these brands are selling.



The question of whether to use a descriptive logo or a nondescriptive logo often
arises during design meetings. In recent years several brands have modified
their logos to make them more descriptive, while others have made their logos
nondescriptive. Dunkin’ removed the word “donuts” and the coffee cup from its
logo, making it nondescriptive. Conversely, Animal Planet made its logo even
more descriptive by adding an elephant to the design. In our analysis, we found
that about 60% of companies used a nondescriptive logo, while 40% used a
descriptive logo.



However, as our research demonstrates (albeit with certain qualifications and
under certain conditions), descriptive logos more favorably impact consumers’
brand perceptions than nondescriptive ones, and are more likely to improve brand
performance.


WHAT POWER DOES A DESCRIPTIVE LOGO HAVE?

Our studies and analyses reveal that it is easier for consumers to visually
process descriptive logos and understand what a brand markets as a result. We
also found that, compared with nondescriptive logos, descriptive logos:

 * make brands appear more authentic in consumers’ eyes
 * more favorably impact consumers’ evaluations of brands
 * more strongly increase consumers’ willingness to buy from brands
 * boost brands’ net sales more

In one study, for instance, participants were randomly assigned to one of two
groups. One group was shown a descriptive version of the logo of a sushi
restaurant, while the other was shown a nondescriptive version of the same logo.
Each logo was accompanied by the same short description of the restaurant. After
participants read the description of the restaurant and viewed their assigned
logos, they indicated on Likert scales how authentic they thought the restaurant
was and how much they liked it. We compared the responses of the two groups and
discovered that participants in the group exposed to the descriptive logo found
the brand more authentic and liked it more than participants in the other group.

In another study, we analyzed a data set on 423 business-to-consumer brands. To
create this data set, we acquired each brand’s financial information (such as
net sales, advertising and R&D spending, and total assets). We then obtained
their logos and asked research assistants — who did not know the purpose of our
study — to code whether these logos were descriptive or nondescriptive, as well
as 13 other design characteristics of the logos (such as symmetry, shape,
color). Using a regression analysis, we explored the effect on net sales of
having a descriptive or nondescriptive logo. The financial information we
gathered and the 13 logo design characteristics served as control variables. The
results showed that a descriptive logo has a greater positive effect on sales
than a nondescriptive one.

When we tested our findings on the logos of 174 early-stage startups, they held
true. We presented their logos and product descriptions to 2,630 individuals and
found that descriptive logos were more often associated with a higher
willingness to buy.


IS THE POWER OF A DESCRIPTIVE LOGO ABSOLUTE?

The benefits of using a descriptive logo are, of course, not experienced in the
same way by every brand. We compared the effects of having a descriptive logo
for brands that are familiar to consumers and brands that are unfamiliar. We
observed that although having a descriptive logo had a positive effect on brand
equity for both familiar and unfamiliar brands, the magnitude of this positive
effect was much smaller for the familiar brands. This is easily explained by the
fact that, when consumers are familiar with a brand, they know more about it and
are thus less likely to be influenced by the logo design.

We also found that descriptive logos had a negative effect on brands that market
products or services associated with sad or unpleasant things, like palm oil,
funeral homes, and bug repellents. For such products or services, the design
elements of a descriptive logo bring to mind the negative concepts some
consumers associate with them (deforestation, death, and bug bites).


WHAT CAN COMPANIES LEARN?

If you are considering creating or modifying a logo, our findings suggest that
you might want to include at least one textual and/or visual design element that
is indicative of the type of product or service your company offers. For
instance, if you own a coffee shop, you should consider creating a logo that
includes a coffee cup with hot steam rising from it. If you are about to open a
bookstore, make sure you choose a logo that features a book. And if you work for
Noxu, the fictitious jigsaw puzzle brand mentioned earlier, tell your CEO you
want to use the logo shown on the right.

If, however, you work for a brand that markets a product or service that can
easily bring to mind negative concepts, a nondescriptive logo is probably
better. We also suspect that nondescriptive logos are better for companies that
operate in several unrelated business segments, such as Uber, Procter & Gamble,
and the Walt Disney Company. For these companies, a logo that is indicative of
the unrelated products or services they offer might be unappealing and
confusing. Brands that do not want to be strongly associated with a specific
product should also avoid descriptive logos. For example, the decision to change
the Dunkin’ logo likely arose from the company’s desire to become more
associated with products like bagels.

Of course, we are not contending that a descriptive logo guarantees the
successful launch of a brand, or that the logo is the most important brand
element to consider. We are arguing that underestimating the importance of logo
design and the power of descriptive design elements can, sometimes, be a costly
mistake.

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Read more on Marketing or related topics Brand management and Customer
experience
 * JL
   Jonathan Luffarelli is an Assistant Professor of Marketing at Montpellier
   Business School (France). He studies brand aesthetics, logo design, and brand
   personality. His work has appeared in premier journals such as the Journal of
   Marketing Research and Journal of Business Venturing.
 * MM
   Mudra Mukesh is an Assistant Professor of Marketing at Westminster Business
   School in England. Her main research interests are in the area of consumer
   well-being and social media. Her work has been published in leading journals
   such as the Journal of Marketing Research and the Journal of Business
   Venturing.
 * AM
   Ammara Mahmood is an Assistant Professor of Marketing at Lazaridis School of
   Business and Economics in Canada. Her main research interests include
   exploring the impact of social media marketing and platforms on online
   content consumption. Her work has been published in leading journals such
   as Management Science, the Journal of Marketing Research, and the Journal of
   Business Venturing.

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experience



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location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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ConsentLegitimate interesthelp_outline


EPSILON

Cookie duration: 184 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


YAHOO EMEA LIMITED

Cookie duration: 397 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Privacy choices, Probabilistic identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ADVENTORI SAS

Cookie duration: 90 (days).

Data collected and processed: IP addresses, User-provided data, Non-precise
location data, Browsing and interaction data, Device identifiers, Probabilistic
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


TRIPLELIFT, INC.

Cookie duration: 90 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Privacy choices, Authentication-derived
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
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XANDR, INC.

Cookie duration: 90 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Privacy choices, Authentication-derived
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NEORY GMBH

Cookie duration: 90 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
Consent


NEXXEN GROUP LLC

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Device identifiers, Users’ profiles, Privacy choices,
Probabilistic identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NEURAL.ONE

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Privacy choices, Probabilistic
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


ADITION (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Probabilistic identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ACTIVE AGENT (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Probabilistic identifiers

more

Cookie duration resets each session.


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Consent


TABOOLA EUROPE LIMITED

Cookie duration: 366 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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Consent


EQUATIV

Cookie duration: 396 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


ADFORM A/S

Cookie duration: 3650 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Cookie duration resets each session.


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ConsentLegitimate interesthelp_outline


MAGNITE, INC.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Precise
location data, Privacy choices, Probabilistic identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


RATEGAIN ADARA INC

Cookie duration: 730 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers

more




View details | Storage details | Privacy policylaunch
Consent


SIFT MEDIA, INC

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Device identifiers, Precise location data

more




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Consent


RAKUTEN MARKETING LLC

Cookie duration: 730 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


LUMEN RESEARCH LIMITED

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data

more




View details | Privacy policylaunch
Legitimate interesthelp_outline


AMAZON AD SERVER

Cookie duration: 396 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Authentication-derived identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


OPENX

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Privacy
choices

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


YIELDLAB (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ROKU ADVERTISING SERVICES

Cookie duration: 396 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NANO INTERACTIVE GROUP LTD.

Doesn't use cookies.

Data collected and processed: Device characteristics, Non-precise location data,
Browsing and interaction data

more




View details | Privacy policylaunch
Consent


SIMPLIFI HOLDINGS LLC

Cookie duration: 366 (days).

Data collected and processed: IP addresses, Device identifiers, Precise location
data

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


PUBMATIC, INC

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers, Probabilistic identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


COMSCORE B.V.

Cookie duration: 720 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Browsing and interaction data, Device identifiers, Privacy
choices, Authentication-derived identifiers, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


FLASHTALKING

Cookie duration: 730 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Authentication-derived identifiers, Probabilistic
identifiers

more




View details | Privacy policylaunch
Consent


PULSEPOINT, INC.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Device
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


SMAATO, INC.

Cookie duration: 21 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SEMASIO GMBH

Cookie duration: 366 (days).

Data collected and processed: IP addresses, Browsing and interaction data,
Device identifiers, Privacy choices

more

Cookie duration resets each session.


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Consent


CRIMTAN HOLDINGS LIMITED

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers, Probabilistic identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


GENIUS SPORTS UK LIMITED

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Authentication-derived identifiers, Probabilistic
identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
Consent


CRITEO SA

Cookie duration: 390 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Authentication-derived identifiers, Probabilistic
identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


ADLOOX SA

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Probabilistic
identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


BLIS GLOBAL LIMITED

Cookie duration: 400 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


LOTAME SOLUTIONS, INC

Cookie duration: 274 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Authentication-derived identifiers, Probabilistic
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


LIVERAMP

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Privacy
choices, Authentication-derived identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


GROUPM UK LIMITED

Cookie duration: 395 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Precise
location data, Privacy choices, Authentication-derived identifiers,
Probabilistic identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


LOOPME LIMITED

Cookie duration: 90 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


DYNATA LLC

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ASK LOCALA

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Device identifiers, Precise location data, Privacy choices

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


NEAR INTELLIGENCE

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Privacy choices

more

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


DOUBLEVERIFY INC.

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Privacy choices, Probabilistic
identifiers

more




View details | Privacy policylaunch
Legitimate interesthelp_outline


BIDSWITCH GMBH

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Precise
location data, Privacy choices, Authentication-derived identifiers,
Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


IPONWEB GMBH

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Privacy choices, Authentication-derived identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


NEXTROLL, INC.

Cookie duration: 183 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices

more

Cookie duration resets each session.


View details | Privacy policylaunch
Consent


TEADS FRANCE SAS

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Probabilistic identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


STRÖER SSP GMBH (SSP)

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Probabilistic identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


OS DATA SOLUTIONS GMBH & CO. KG

Cookie duration: 90 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Probabilistic identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PERMODO GMBH

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


PLATFORM161 B.V.

Cookie duration: 396 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Privacy choices, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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Consent


ADACADO TECHNOLOGIES INC. (DBA ADACADO)

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Non-precise location data, Browsing
and interaction data, Privacy choices

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


BASIS GLOBAL TECHNOLOGIES, INC.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Privacy choices, Authentication-derived
identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SMADEX, S.L.U.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Device identifiers, Users’ profiles,
Privacy choices, Probabilistic identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


BOMBORA INC.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Authentication-derived identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


EASYMEDIA GMBH

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Privacy choices, Probabilistic identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


REMERGE GMBH

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADVANCED STORE GMBH

Cookie duration: 365 (days).

Data collected and processed: Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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ConsentLegitimate interesthelp_outline


MAGNITE CTV, INC.

Cookie duration: 366 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Precise
location data, Privacy choices, Probabilistic identifiers

more




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ConsentLegitimate interesthelp_outline


DELTA PROJECTS AB

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers, Probabilistic identifiers

more




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ConsentLegitimate interesthelp_outline


USEMAX ADVERTISEMENT (EMEGO GMBH)

Cookie duration: 365 (days).

Data collected and processed: Users’ profiles

more

Cookie duration resets each session.


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Consent


EMETRIQ GMBH

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


PUBLICIS MEDIA GMBH

Cookie duration: 1825 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


M.D. PRIMIS TECHNOLOGIES LTD.

Cookie duration: 25 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Privacy choices, Probabilistic identifiers

more




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ConsentLegitimate interesthelp_outline


ONETAG LIMITED

Cookie duration: 396 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Privacy
choices

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


CLOUD TECHNOLOGIES S.A.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Authentication-derived identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
Consent


SMARTOLOGY LIMITED

Doesn't use cookies.

Data collected and processed: IP addresses

more

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


IMPROVE DIGITAL

Cookie duration: 90 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers, Probabilistic identifiers

more

Cookie duration resets each session.


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ConsentLegitimate interesthelp_outline


ADOBE ADVERTISING CLOUD

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device identifiers, Privacy choices,
Authentication-derived identifiers

more




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ConsentLegitimate interesthelp_outline


BANNERFLOW AB

Cookie duration: 366 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Privacy choices

more




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ConsentLegitimate interesthelp_outline


TABMO SAS

Doesn't use cookies.

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Probabilistic identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


INTEGRAL AD SCIENCE (INCORPORATING ADMANTX)

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Privacy choices

more




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Legitimate interesthelp_outline


WIZALY

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Privacy choices,
Authentication-derived identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


WEBORAMA

Cookie duration: 393 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


JIVOX CORPORATION

Cookie duration: 30 (days).

Data collected and processed: IP addresses, Non-precise location data, Browsing
and interaction data, Device identifiers, Users’ profiles, Precise location
data, Privacy choices

more

Cookie duration resets each session.


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Consent


SAGE+ARCHER BV

Doesn't use cookies.

Data collected and processed: Non-precise location data

more




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Consent


ON DEVICE RESEARCH LIMITED

Cookie duration: 30 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Precise location data

more




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Consent


ROCKABOX MEDIA LTD

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data

more




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Legitimate interesthelp_outline


EXACTAG GMBH

Cookie duration: 180 (days).

Data collected and processed: IP addresses, Device characteristics, Browsing and
interaction data, Device identifiers, Privacy choices, Authentication-derived
identifiers

more

Cookie duration resets each session.


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Consent


CELTRA INC.

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Device
identifiers, Precise location data

more

Uses other forms of storage.


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Consent


MAINADV SRL

Cookie duration: 30 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Privacy choices

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


GEMIUS SA

Cookie duration: 1825 (days).

Data collected and processed: Device characteristics, Browsing and interaction
data, Device identifiers, Users’ profiles, Privacy choices

more

Cookie duration resets each session. Uses other forms of storage.


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Consent


THE KANTAR GROUP LIMITED

Cookie duration: 914 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Privacy
choices

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


NIELSEN MEDIA RESEARCH LTD.

Cookie duration: 120 (days).

Data collected and processed: IP addresses, Device characteristics, Browsing and
interaction data, Device identifiers, Privacy choices

more

Cookie duration resets each session. Uses other forms of storage.


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SOLOCAL SA

Cookie duration: 396 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PIXALATE, INC.

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers

more




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Consent


ORACLE ADVERTISING

Cookie duration: 180 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


NUMBERLY

Cookie duration: 180 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers

more

Cookie duration resets each session.


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Consent


AUDIENCEPROJECT A/S

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

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Cookie duration resets each session. Uses other forms of storage.


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DEMANDBASE, INC.

Cookie duration: 730 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Probabilistic identifiers

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Cookie duration resets each session. Uses other forms of storage.


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EFFILIATION / EFFINITY

Cookie duration: 30 (days).

Data collected and processed: Device characteristics

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Cookie duration resets each session.


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ARRIVALIST CO.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Non-precise location data

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Cookie duration resets each session.


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SEENTHIS AB

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics

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COMMANDERS ACT

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device identifiers

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TRAVEL AUDIENCE GMBH

Cookie duration: 397 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Precise location data, Authentication-derived identifiers,
Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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HUMAN

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Device identifiers, Probabilistic identifiers

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ADLUDIO LTD.

Doesn't use cookies.

Data collected and processed: Device characteristics

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BLENDEE SRL

Cookie duration: 366 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers

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Cookie duration resets each session. Uses other forms of storage.


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INNOVID LLC

Cookie duration: 90 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Privacy
choices

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Cookie duration resets each session.


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PAPIRFLY AS

Doesn't use cookies.

Data collected and processed: Device characteristics

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NEUSTAR, INC., A TRANSUNION COMPANY

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers, Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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VERVE GROUP EUROPE GMBH

Doesn't use cookies.

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers

more

Uses other forms of storage.


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OTTO (GMBH & CO KG)

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Browsing and
interaction data, Device identifiers, Users’ profiles, Privacy choices

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Cookie duration resets each session. Uses other forms of storage.


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ADOBE AUDIENCE MANAGER, ADOBE EXPERIENCE PLATFORM

Cookie duration: 180 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Authentication-derived identifiers, Probabilistic identifiers

more

Cookie duration resets each session.


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LOCALSENSOR B.V.

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Device identifiers, Precise location data, Privacy choices

more

Uses other forms of storage.


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ONLINE SOLUTION

Cookie duration: 365 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Precise location data, Privacy choices,
Probabilistic identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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RELAY42 NETHERLANDS B.V.

Cookie duration: 730 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Probabilistic identifiers

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GP ONE GMBH

Cookie duration: Uses session cookies.

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Privacy choices

more

Uses other forms of storage.


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THE MEDIAGRID INC.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Precise
location data, Privacy choices, Probabilistic identifiers

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MINDTAKE RESEARCH GMBH

Cookie duration: 180 (days).

Data collected and processed: IP addresses, Device characteristics, Browsing and
interaction data, Device identifiers, Users’ profiles, Probabilistic identifiers

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Uses other forms of storage.


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CINT AB

Cookie duration: 730 (days).

Data collected and processed: IP addresses, Device characteristics, Browsing and
interaction data, Device identifiers, Privacy choices

more

Uses other forms of storage.


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GOOGLE ADVERTISING PRODUCTS

Cookie duration: 396 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers

more

Uses other forms of storage.


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GFK GMBH

Cookie duration: 730 (days).

Data collected and processed: IP addresses, User-provided data, Device
characteristics, Non-precise location data, Browsing and interaction data,
Device identifiers, Users’ profiles, Privacy choices, Authentication-derived
identifiers

more

Uses other forms of storage.


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REVJET

Cookie duration: 730 (days).

Data collected and processed: IP addresses, Non-precise location data, Device
identifiers, Users’ profiles, Privacy choices

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PROTECTED MEDIA LTD

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Browsing and
interaction data, Device identifiers, Probabilistic identifiers

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ORACLE DATA CLOUD - MOAT

Doesn't use cookies.

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HEARTS AND SCIENCE MÜNCHEN GMBH

Cookie duration: 60 (days).

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AMAZON ADVERTISING

Cookie duration: 396 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Users’
profiles, Privacy choices, Authentication-derived identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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MOLOCO, INC.

Cookie duration: 730 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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ADTRIBA GMBH

Cookie duration: 730 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Privacy
choices, Authentication-derived identifiers

more

Cookie duration resets each session.


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OBJECTIVE PARTNERS BV

Cookie duration: 90 (days).

Data collected and processed: Device identifiers

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Cookie duration resets each session.


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ENSIGHTEN

Cookie duration: 1825 (days).

Data collected and processed: IP addresses, Device characteristics, Browsing and
interaction data, Device identifiers, Privacy choices

more

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EBAY INC

Cookie duration: 90 (days).

Data collected and processed: IP addresses, Device characteristics, Privacy
choices

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HURRA COMMUNICATIONS GMBH

Cookie duration: 366 (days).

Data collected and processed: IP addresses, Device characteristics, Non-precise
location data, Browsing and interaction data, Device identifiers, Precise
location data, Authentication-derived identifiers, Probabilistic identifiers

more

Cookie duration resets each session.


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VIMEO

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VODAFONE GMBH

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MAGNITE

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SCENESTEALER

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NETQUEST

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MANAGE.COM

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CLOUDFLARE

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NETFLIX

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MACROMILL GROUP

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APPLOVIN CORP.

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