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Pricing strategy


HOW GROCERY STORES SHOULD RESPOND TO THE GROWTH OF ONLINE MARKETS

Lessons from Trader Joe’s, Wegmans, and Walmart.
by
 * Marshall Fisher
   and
 * Santiago Gallino

by
 * Marshall Fisher
   and
 * Santiago Gallino

July 31, 2024
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Summary.    During 2020-21 online grocery shopping soared from 3.4% to double
digits as Covid-19 made customers reluctant to go into stores. Post Covid,
online grocery shopping is still high, forecasted by Forrester (2021) to hit
10.4% in 2024. How will grocery retailers service...more
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Grocery retailers face a challenge: What to do with the online channel, which is
growing and popular with a segment of their customers but is hugely
unprofitable? Based on research we have conducted in the last three years, we
offer three other options in this article.


A POPULAR AND GROWING CHANNEL

Over two decades have passed since Webvan pioneered the online grocery domain.
Since then, countless ventures have emerged in hopes of capitalizing on this
digital market. Despite these efforts,  online grocery sales in 2019 stood at
just 3.4% of total sales, the lowest of 31 segments tracked by CBRE.

Of course, the Covid-19 pandemic changed all of that. U.S. Census Bureau data
shows total online sales over all retail segments growing steadily from 6% in
2013 to 12% in the first quarter of 2020. Then, just three months later, in the
second quarter of 2020, the online share surged to 18%, and much of that growth
was in grocery.

But as grocers discovered, vastly more labor is required in the online channel.
An unpublished industrial engineering study we conducted that tracked labor from
the point a retailer procures a product at its distribution center to the moment
it lands in the hands of a customer showed that as much as 125% more labor is
required by the online channel versus the traditional mode where customers shop
the store and go through checkout at a cashier. These results are no surprise if
one thinks of the double-handling involved in paying workers to move product
through the supply chain and onto store shelves and then paying a different set
of workers to move the product off the store shelves, bundle it, and deliver to
customers.

So today grocery retailers face a challenge: What to do with the online channel,
which is growing and popular with a segment of their customers but is hugely
unprofitable? Two years ago, we embarked on a comprehensive study aimed at
delving deeply into this challenge. We engaged in insightful conversations with
15 senior grocery retail managers spanning 10 countries. These discussions not
only painted a vivid picture of the state of grocery retailing but also informed
the creation of a detailed survey which was administered to a curated group of
60 grocery retail executives in the 10 countries.


AN UNSUSTAINABLE APPROACH

Our findings: Grocery retailers, irrespective of geography, were grappling with
the trifecta of staffing shortages, wavering employee retention, and escalating
wage bills. They said that finding labor is moderately to extremely difficult
50% of the time, and in five years, they projected that number to grow to 69%.

However, despite the labor challenges, these grocery retailers were doubling
down on the more-labor-intensive online grocery service, a model which, at best,
offers slimmer profit margins and, at worst, treads into unprofitable terrains.
The respondents expected their online business to grow from an already high 17%
to 24% in five years.

To better understand the labor challenge, this year we teamed up with West
Monroe Partners, an IT consulting firm, to assess labor requirements for four
different delivery modes for a typical online order of 20 units across 15 SKUs.
The requirements were tracked at three to six locations for each of the four
modes. We estimated that the labor required from the point a procured product
arrives at a retailer’s distribution center to the moment it lands in the hands
of a customer. The base case in our model was the traditional mode: customers
shop at the stores, pay for their purchases at a cashier, and bring them home.
The table below shows the incremental labor minutes required for four delivery
modes relative to this base case, which requires 30 minutes of retailer labor.
(You can use this website to play with our industrial engineering model to
estimate labor required to pick up online orders under different approaches and
orders characteristics.)

Given that wage rates grew 8% in 2020 and are now increasing 4.2% annually, it’s
clear grocery retailers face a significant challenge.

See more HBR charts in Data & Visuals

What intrigued us was the discrepancy between the labor required and the
observed charges associated with online grocery services. While retailers often
charge customers for delivery, they rarely factor in the additional labor
involved in preparing orders for pickup or delivery. A “buy online, pick up
curbside” order that is gathered from the store’s sales floor requires 32.6
minutes of labor more than the 30 minutes in the base case, more than double the
labor required for in-store shopping, yet retailers frequently offer this
service free of charge. Equally perplexing is the fact that there are no
noticeable price differences between products the consumers buy in the store and
those they purchase online.

Traditional in-store customers, who still compose the vast majority of the
customer base, are effectively subsidizing online grocery services. Online
shoppers enjoy the convenience of ordering groceries and having them delivered,
but they are not being charged for the additional labor and resources required
to fulfill their orders.


THREE OPTIONS FOR GROCERY RETAILERS

One thing retailers cannot continue doing is the common model of free order
picking and curbside delivery. It’s doubtful retailers make any profit under
this model. We see three distinct alternative ways forward, each of which can
work for certain customer segments. The choice will depend on the
characteristics of the retailer and its current business model.


1. DOUBLE DOWN ON THE TRADITIONAL IN-STORE MODEL.

Trader Joe’s exemplifies this model, as its website clearly explains: “At this
time, we don’t sell any products (gift cards included) online, only in our
brick-and-mortar stores. We do not offer curbside pickup or delivery, and we
don’t work with third party delivery services like Instacart or Dumpling because
they can’t match our outstanding in-store value and shopping experience. We set
up our stores with care, finding just the right Crew and creating a rewarding
shopping experience, full of discovery, and welcome. After considering the
options, we’re still just big ‘ole fans of the neighborhood grocery store where
we can say hello when you’re looking around wondering — “what’s for dinner?”

For some customers, this response might be disappointing. However, in taking
this stand, Trader Joe’s is recognizing that it cannot be everything for
everyone. It is a thoughtful response of a grocery retailer that has considered
the options and concluded that everyone, customers and retailers, will be better
off without it offering online service.


2. MAKE ONLINE CUSTOMERS PAY EXTRA.

Offer online services to those customers who are willing to pay extra for the
convenience in the form of either service charges or higher product
prices. Adjusting the prices in this way can help retailers cover the costs of
online operations while also encouraging in-store shopping, which contributes a
significant portion of their revenues. Wegmans and Aldi have pursued this path.

Wegmans uses Instacart to service online customers, with both store pickup and
delivery available. Instacart covers its costs by charging, on average, 15%
higher product prices. For example, someone who buys a pint of blueberries in
its store in King of Prussia, Pennsylvanian pays $4.99, while someone who buys
it via the Instacart service pays $5.19, and a dozen eggs costs $4.79 in store
versus $5.59 via Instacart.


3. BECOME MORE EFFICIENT AT ONLINE.

Walmart has been pursuing this path via what it calls Market Fulfillment Centers
(MFCs). These are fulfillment centers colocated with a hub store in a major city
that assembles customer orders for curbside pickup. The business case for MFCs
is that curbside pickup at a fulfillment center requires just 0.7 minutes more
labor than in-store shopping does. Through automation and scale economies,
Walmart is seeking to enhance the efficiency of this mode still further.

So far, it has opened two MFCs — one in Bentonville, Arkansas, and the other in
Salem, New Hampshire — with many more to come.

The choices made by Trader Joe’s, Wegmans, and Walmart are instructive for other
grocery retailers as they formulate an online strategy. Trader Joe’s is known
for its excellent in-store shopping experience and easy-to-find, helpful store
associates, which enables it to “just say no” to offering an online option.
Also, its stores are a bit small, so adding an army of online shoppers to the
mix would erode the in-store experience.

The advantages of the Wegmans approach is that it covers the higher cost of its
online service (via 15% higher product prices) and is easy to implement (given
that it outsources the service to Instacart). Also, its stores are large and can
handle the extra traffic of Instacart shoppers (the people who pick the items in
stores for Instacart customers). We can see this approach making sense for many
grocery retailers.

Walmart is known for being good at store operations and technology but not known
for providing a great in-store shopping experience. Thus, its approach of using
its technical skills to provide free online shopping makes sense in that it
transfers some customer demand from stores to online.

What grocery retailers should not do is continue to lose money on online orders
by picking them for free. If you have a compelling in store experience, consider
Trader Joe’s approach. If you have or can create world-class fulfillment
capabilities, perhaps assisted by some automation, consider the Walmart
approach. Otherwise, the Wegman’s approach has the advantage of being minimally
disruptive because you hire others to do the heavy lifting and charge customers
to cover their costs.

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Read more on Pricing strategy or related topics Operations and supply chain
management, Business models and Retail and consumer goods
 * MF
   Marshall Fisher is the UPS Professor in the Operations, Information, and
   Decisions Department of the University of Pennsylvania’s Wharton School and a
   codirector of the school’s Fishman-Davidson Center for Service and Operations
   Management .
 * Santiago Gallino is the Charles W. Evans Distinguished Faculty Scholar and an
   associate professor in the Operations, Information, and Decisions Department
   the University of Pennsylvania’s Wharton School and a codirector of the
   school’s Fishman-Davidson Center for Service and Operations Management.

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Read more on Pricing strategy or related topics Operations and supply chain
management, Business models and Retail and consumer goods



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Authentication-derived identifiers

more

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


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ConsentLegitimate interesthelp_outline


NEXXEN INC.

Cookie duration: 180 (days).

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

more

Cookie duration resets each session.


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Consent


ADVENTORI SAS

Cookie duration: 90 (days).

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

more

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


View details | Privacy policylaunch
Consent


TRIPLE LIFT, INC.

Cookie duration: 90 (days).

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

more

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


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XANDR, INC.

Cookie duration: 90 (days).

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

more

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


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ConsentLegitimate interesthelp_outline


NEORY GMBH

Cookie duration: 90 (days).

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

more

Cookie duration resets each session.


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NEURAL.ONE

Cookie duration: 365 (days).

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

more

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


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Consent


ADITION (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

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

more

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


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Consent


ACTIVE AGENT (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

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

more

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


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Consent


TABOOLA EUROPE LIMITED

Cookie duration: 366 (days).

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

more

Uses other forms of storage.


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Consent


ADFORM A/S

Cookie duration: 3650 (days).

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

more

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


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ConsentLegitimate interesthelp_outline


MAGNITE, INC.

Cookie duration: 365 (days).

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

more

Cookie duration resets each session. 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, Device identifiers, Browsing and
interaction data, Device characteristics, User-provided data, Privacy choices,
Non-precise location data, Users’ profiles, 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 identifiers, Precise location
data, Device characteristics, Non-precise location data

more




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Consent


RAKUTEN MARKETING LLC

Cookie duration: 730 (days).

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

more

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


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LUMEN RESEARCH LIMITED

Doesn't use cookies.

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

more




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Legitimate interesthelp_outline


AMAZON AD SERVER

Cookie duration: 396 (days).

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


OPENX

Cookie duration: 365 (days).

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

more

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


View details | Storage details | Privacy policylaunch
Consent


YIELDLAB (VIRTUAL MINDS GMBH)

Cookie duration: 90 (days).

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

more

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


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Consent


ROKU ADVERTISING SERVICES

Cookie duration: 396 (days).

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

more




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Consent


PULSEPOINT, INC.

Cookie duration: 365 (days).

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

more

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


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Consent


SMAATO, INC.

Cookie duration: 21 (days).

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

more

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


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ConsentLegitimate interesthelp_outline


SEMASIO GMBH

Cookie duration: 366 (days).

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

more

Cookie duration resets each session.


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ConsentLegitimate interesthelp_outline


GENIUS SPORTS UK LIMITED

Cookie duration: 365 (days).

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

more

Cookie duration resets each session.


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Consent


CRITEO SA

Cookie duration: 390 (days).

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

more

Uses other forms of storage.


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Consent


ADLOOX SA

Doesn't use cookies.

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

more

Uses other forms of storage.


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BLIS GLOBAL LIMITED

Cookie duration: 400 (days).

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

more

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


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Consent


LOTAME SOLUTIONS, INC

Cookie duration: 274 (days).

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

more

Cookie duration resets each session.


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ConsentLegitimate interesthelp_outline


LOOPME LIMITED

Cookie duration: 90 (days).

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

more

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


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Consent


DYNATA LLC

Cookie duration: 365 (days).

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

more

Cookie duration resets each session.


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Consent


ASK LOCALA

Doesn't use cookies.

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

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


AZIRA

Doesn't use cookies.

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

more

Uses other forms of storage.


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ConsentLegitimate interesthelp_outline


DOUBLEVERIFY INC.

Doesn't use cookies.

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

more




View details | Privacy policylaunch
Legitimate interesthelp_outline


BIDSWITCH GMBH

Cookie duration: 365 (days).

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

more

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


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Consent


IPONWEB GMBH

Cookie duration: 365 (days).

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

more

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


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Consent


NEXTROLL, INC.

Cookie duration: 183 (days).

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

more

Cookie duration resets each session.


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Consent


TEADS FRANCE SAS

Cookie duration: 365 (days).

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

more

Uses other forms of storage.


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ConsentLegitimate interesthelp_outline


STRÖER SSP GMBH (SSP)

Cookie duration: 365 (days).

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

more

Uses other forms of storage.


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ConsentLegitimate interesthelp_outline


OS DATA SOLUTIONS GMBH & CO. KG

Cookie duration: 90 (days).

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

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 identifiers, Browsing and
interaction data, Precise location data, Device characteristics, Privacy
choices, Non-precise location data, Users’ profiles, Probabilistic identifiers

more

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


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Consent


BASIS GLOBAL TECHNOLOGIES, INC.

Cookie duration: 365 (days).

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

more

Cookie duration resets each session.


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SMADEX, S.L.U.

Cookie duration: 365 (days).

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

more

Cookie duration resets each session.


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Consent


BOMBORA INC.

Cookie duration: 365 (days).

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

more

Cookie duration resets each session.


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Consent


REMERGE GMBH

Doesn't use cookies.

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

more

Uses other forms of storage.


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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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MAGNITE CTV, INC.

Cookie duration: 366 (days).

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

more

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


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DELTA PROJECTS AB

Cookie duration: 365 (days).

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

more




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ConsentLegitimate interesthelp_outline


USEMAX ADVERTISEMENT (EMEGO GMBH)

Cookie duration: 365 (days).

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

more

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


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Consent


M.D. PRIMIS TECHNOLOGIES LTD.

Cookie duration: 25 (days).

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

more




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ONETAG LIMITED

Cookie duration: 396 (days).

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

more

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


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Consent


CLOUD TECHNOLOGIES S.A.

Cookie duration: 365 (days).

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

more

Cookie duration resets each session.


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Consent


SMARTOLOGY LIMITED

Doesn't use cookies.

Data collected and processed: IP addresses

more

Uses other forms of storage.


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IMPROVE DIGITAL

Cookie duration: 90 (days).

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

Cookie duration: 366 (days).

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

more

Cookie duration resets each session.


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TABMO SAS

Doesn't use cookies.

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

more

Uses other forms of storage.


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Consent


INTEGRAL AD SCIENCE (INCORPORATING ADMANTX)

Doesn't use cookies.

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

more




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Legitimate interesthelp_outline


WIZALY

Cookie duration: 365 (days).

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

more

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


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Consent


WEBORAMA

Cookie duration: 393 (days).

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

more

Uses other forms of storage.


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ConsentLegitimate interesthelp_outline


JIVOX CORPORATION

Cookie duration: 30 (days).

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

more

Cookie duration resets each session.


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Consent


VISTAR MEDIA EMEA 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, Device identifiers, Browsing and
interaction data, Precise location data, Device characteristics, User-provided
data, Non-precise location data

more




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Consent


ROCKABOX MEDIA LTD

Doesn't use cookies.

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

more




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Legitimate interesthelp_outline


EXACTAG GMBH

Cookie duration: 180 (days).

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

more

Uses other forms of storage.


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Consent


MAINADV SRL

Cookie duration: 30 (days).

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

more

Uses other forms of storage.


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Consent


GEMIUS SA

Cookie duration: 1825 (days).

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

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 identifiers, Browsing and
interaction data, Device characteristics, Privacy choices, Non-precise location
data

more

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


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Consent


NIELSEN MEDIA RESEARCH LTD.

Cookie duration: 120 (days).

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

more

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


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PIXALATE, INC.

Doesn't use cookies.

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

more




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Consent


ORACLE ADVERTISING

Cookie duration: 180 (days).

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

more

Uses other forms of storage.


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Consent


NUMBERLY

Cookie duration: 180 (days).

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

more

Cookie duration resets each session.


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AUDIENCEPROJECT A/S

Cookie duration: 365 (days).

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

more

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, Device identifiers, Browsing and
interaction data, Precise location data, Device characteristics, User-provided
data, Privacy choices, Non-precise location data, Users’ profiles, Probabilistic
identifiers

more

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 identifiers, Browsing and
interaction data, Precise location data, Device characteristics, Non-precise
location data, Users’ profiles, Probabilistic identifiers,
Authentication-derived 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 identifiers, Device
characteristics, Non-precise location data, Probabilistic identifiers

more




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ADLUDIO LTD.

Doesn't use cookies.

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

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BLENDEE SRL

Cookie duration: 366 (days).

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

more

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 identifiers, Browsing and
interaction data, Device characteristics, Privacy choices, Non-precise location
data

more

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, Device identifiers, Browsing and
interaction data, Device characteristics, User-provided data, Privacy choices,
Non-precise location data, Users’ profiles, Probabilistic identifiers,
Authentication-derived 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, Device identifiers, Browsing and
interaction data, Precise location data, Device characteristics, User-provided
data, Privacy choices, Non-precise location data, Users’ profiles,
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, Device identifiers, Browsing and
interaction data, User-provided data, Privacy choices, Users’ profiles

more

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, Device identifiers, Browsing and
interaction data, Precise location data, Device characteristics, User-provided
data, Privacy choices, Non-precise location data, Users’ profiles, Probabilistic
identifiers, Authentication-derived 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 identifiers, Precise location
data, Device characteristics, Privacy choices, Non-precise location data

more

Uses other forms of storage.


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ONLINE SOLUTION

Cookie duration: 365 (days).

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

more




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GP ONE GMBH

Cookie duration: Uses session cookies.

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

more

Uses other forms of storage.


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THE MEDIAGRID INC.

Cookie duration: 365 (days).

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

more

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


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MINDTAKE RESEARCH GMBH

Cookie duration: 180 (days).

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

more

Uses other forms of storage.


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CINT AB

Cookie duration: 730 (days).

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

more

Uses other forms of storage.


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REVJET

Cookie duration: 730 (days).

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

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Cookie duration resets each session.


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PROTECTED MEDIA LTD

Doesn't use cookies.

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

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CLINCH LABS LTD

Cookie duration: 730 (days).

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

more

Cookie duration resets each session.


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ORACLE DATA CLOUD - MOAT

Doesn't use cookies.

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

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HEARTS AND SCIENCE MÜNCHEN GMBH

Cookie duration: 60 (days).

Data collected and processed: IP addresses

more

Cookie duration resets each session.


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AMAZON ADVERTISING

Cookie duration: 396 (days).

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

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 identifiers, Browsing and
interaction data, Device characteristics, Privacy choices, Non-precise location
data, 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 identifiers, Browsing and
interaction data, Device characteristics, Privacy choices

more

Cookie duration resets each session.


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EBAY INC

Cookie duration: 90 (days).

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

more




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METRIXLAB NEDERLAND B.V.

Cookie duration: 730 (days).

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

more

Uses other forms of storage.


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HURRA COMMUNICATIONS GMBH

Cookie duration: 366 (days).

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

more

Cookie duration resets each session.


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Ad partners

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AKAMAI

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META

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AUNICA

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BOOKING.COM

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C3 METRICS

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IBM

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EVIDON

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ADACADO

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INTELLIAD

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DSTILLERY

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MEDIAMATH

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ZMS

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OMNICOM MEDIA GROUP

Privacy policylaunch
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RESONATE

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SOJERN

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TRADEDOUBLER AB

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TRUSTARC

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TRUEFFECT

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TRAVEL DATA COLLECTIVE

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ADVOLUTION.CONTROL

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LIFESTREET

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ADMAXIM

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BATCH MEDIA

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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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SALESFORCE DMP

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NETFLIX

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EBUILDERS

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APPLOVIN CORP.

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FRACTIONAL MEDIA

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RACKSPACE

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LIFTOFF

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MSI-ACI

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ADMETRICS

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NAVEGG

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ADMEDO

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KOCHAVA

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MOBITRANS

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ADEX

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IMPACT

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SPOTAD

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AARKI

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SFR

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CABLATO

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WAYSTACK

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TRESENSA

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GSKINNER

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CUBED

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OPTOMATON

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ANALIGHTS

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DENTSU AEGIS NETWORK

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DIGISEG

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HAENSEL AMS

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BDSK HANDELS GMBH & CO. KG

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MARKETING SCIENCE CONSULTING GROUP, INC.

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DENTSU

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KOBLER

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