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Emotional intelligence

WHAT SELF-AWARENESS REALLY IS (AND HOW TO CULTIVATE IT)

It’s not just about introspection. by Tasha Eurich

January 4, 2018
Paloma Rincon Studio/Getty Images

SUMMARY.

Although most people believe that they are self-aware, true self-awareness is a
rare quality. In this piece, the author describes a recent large-scale
investigation that shed light on some of the biggest roadblocks, myths, and
truths about what

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Self-awareness seems to have become the latest management buzzword — and for
good reason. Research suggests that when we see ourselves clearly, we are more
confident and more creative. We make sounder decisions, build stronger
relationships, and communicate more effectively. We’re less likely to lie,
cheat, and steal. We are better workers who get more promotions. And we’re
more-effective leaders with more-satisfied employees and more-profitable
companies.

As an organizational psychologist and executive coach, I’ve had a ringside seat
to the power of leadership self-awareness for nearly 15 years. I’ve also seen
how attainable this skill is. Yet, when I first began to delve into the research
on self-awareness, I was surprised by the striking gap between the science and
the practice of self-awareness. All things considered, we knew surprisingly
little about improving this critical skill.

ABOUT OUR RESEARCH

The major components of our research included: Analyzing the results of nearly
800 existing scientific

...

Four years ago, my team of researchers and I embarked on a large-scale
scientific study of self-awareness. In 10 separate investigations with nearly
5,000 participants, we examined what self-awareness really is, why we need it,
and how we can increase it. (We are currently writing up our results for
submission to an academic journal.)

Our research revealed many surprising roadblocks, myths, and truths about what
self-awareness is and what it takes to improve it. We’ve found that even though
most people believe they are self-aware, self-awareness is a truly rare quality:
We estimate that only 10%–15% of the people we studied actually fit the
criteria. Three findings in particular stood out, and they are helping us
develop practical guidance for how leaders can learn to see themselves more
clearly.

[ 1 ]
THERE ARE TWO TYPES OF SELF-AWARENESS

For the last 50 years, researchers have used varying definitions of
self-awareness. For example, some see it as the ability to monitor our inner
world, whereas others label it as a temporary state of self-consciousness. Still
others describe it as the difference between how we see ourselves and how others
see us.

So before we could focus on how to improve self-awareness, we needed to
synthesize these findings and create an overarching definition.

Across the studies we examined, two broad categories of self-awareness kept
emerging. The first, which we dubbed internal self-awareness, represents how
clearly we see our own values, passions, aspirations, fit with our environment,
reactions (including thoughts, feelings, behaviors, strengths, and weaknesses),
and impact on others. We’ve found that internal self-awareness is associated
with higher job and relationship satisfaction, personal and social control, and
happiness; it is negatively related to anxiety, stress, and depression.

The second category, external self-awareness, means understanding how other
people view us, in terms of those same factors listed above. Our research shows
that people who know how others see them are more skilled at showing empathy and
taking others’ perspectives. For leaders who see themselves as their employees
do, their employees tend to have a better relationship with them, feel more
satisfied with them, and see them as more effective in general.

It’s easy to assume that being high on one type of awareness would mean being
high on the other. But our research has found virtually no relationship between
them. As a result, we identify four leadership archetypes, each with a different
set of opportunities to improve:

See more HBR charts in Data & Visuals

When it comes to internal and external self-awareness, it’s tempting to value
one over the other. But leaders must actively work on both seeing themselves
clearly and getting feedback to understand how others see them. The highly
self-aware people we interviewed were actively focused on balancing the scale.

Take Jeremiah, a marketing manager. Early in his career, he focused primarily on
internal self-awareness — for example, deciding to leave his career in
accounting to pursue his passion for marketing. But when he had the chance to
get candid feedback during a company training, he realized that he wasn’t
focused enough on how he was showing up. Jeremiah has since placed an equal
importance on both types of self-awareness, which he believes has helped him
reach a new level of success and fulfillment.

The bottom line is that self-awareness isn’t one truth. It’s a delicate balance
of two distinct, even competing, viewpoints. (If you’re interested in learning
where you stand in each category, a free shortened version of our multi-rater
self-awareness assessment is available here.)

[ 2 ]
EXPERIENCE AND POWER HINDER SELF-AWARENESS

Contrary to popular belief, studies have shown that people do not always learn
from experience, that expertise does not help people root out false information,
and that seeing ourselves as highly experienced can keep us from doing our
homework, seeking disconfirming evidence, and questioning our assumptions.

And just as experience can lead to a false sense of confidence about our
performance, it can also make us overconfident about our level of
self-knowledge. For example, one study found that more-experienced managers were
less accurate in assessing their leadership effectiveness compared with less
experienced managers.

Similarly, the more power a leader holds, the more likely they are to
overestimate their skills and abilities. One study of more than 3,600 leaders
across a variety of roles and industries found that, relative to lower-level
leaders, higher-level leaders more significantly overvalued their skills
(compared with others’ perceptions). In fact, this pattern existed for 19 out of
the 20 competencies the researchers measured, including emotional
self-awareness, accurate self-assessment, empathy, trustworthiness, and
leadership performance.

Even though most people believe they are self-aware, only 10%—15% of the people
we studied actually fit the criteria.

Researchers have proposed two primary explanations for this phenomenon. First,
by virtue of their level, senior leaders simply have fewer people above them who
can provide candid feedback. Second, the more power a leader wields, the less
comfortable people will be to give them constructive feedback, for fear it will
hurt their careers. Business professor James O’Toole has added that, as a
leader’s power grows, their willingness to listen shrinks, either because they
think they know more than their employees or because seeking feedback will come
at a cost.

But this doesn’t have to be the case. One analysis showed that the most
successful leaders, as rated by 360-degree reviews of leadership effectiveness,
counteract this tendency by seeking frequent critical feedback (from bosses,
peers, employees, their board, and so on). They become more self-aware in the
process and come to be seen as more effective by others.

Likewise, in our interviews, we found that people who improved their external
self-awareness did so by seeking out feedback from loving critics — that is,
people who have their best interests in mind and are willing to tell them the
truth. To ensure they don’t overreact or overcorrect based on one person’s
opinion, they also gut-check difficult or surprising feedback with others.

[ 3 ]
INTROSPECTION DOESN’T ALWAYS IMPROVE SELF-AWARENESS

It is also widely assumed that introspection — examining the causes of our own
thoughts, feelings, and behaviors — improves self-awareness. After all, what
better way to know ourselves than by reflecting on why we are the way we are?

Yet one of the most surprising findings of our research is that people who
introspect are less self-aware and report worse job satisfaction and well-being.
Other research has shown similar patterns.

The problem with introspection isn’t that it is categorically ineffective — it’s
that most people are doing it incorrectly. To understand this, let’s look at
arguably the most common introspective question: “Why?” We ask this when trying
to understand our emotions (Why do I like employee A so much more than employee
B?), or our behavior (Why did I fly off the handle with that employee?), or our
attitudes (Why am I so against this deal?).

As it turns out, “why” is a surprisingly ineffective self-awareness question.
Research has shown that we simply do not have access to many of the unconscious
thoughts, feelings, and motives we’re searching for. And because so much is
trapped outside of our conscious awareness, we tend to invent answers that feel
true but are often wrong. For example, after an uncharacteristic outburst at an
employee, a new manager may jump to the conclusion that it happened because she
isn’t cut out for management, when the real reason was a bad case of low blood
sugar.

Consequently, the problem with asking why isn’t just how wrong we are, but how
confident we are that we are right. The human mind rarely operates in a rational
fashion, and our judgments are seldom free from bias. We tend to pounce on
whatever “insights” we find without questioning their validity or value, we
ignore contradictory evidence, and we force our thoughts to conform to our
initial explanations.

The problem with introspection isn’t that it is ineffective—it’s that most
people are doing it incorrectly.

Another negative consequence of asking why — especially when trying to explain
an undesired outcome — is that it invites unproductive negative thoughts. In our
research, we’ve found that people who are very introspective are also more
likely to get caught in ruminative patterns. For example, if an employee who
receives a bad performance review asks Why did I get such a bad rating?, they’re
likely to land on an explanation focused on their fears, shortcomings, or
insecurities, rather than a rational assessment of their strengths and
weaknesses. (For this reason, frequent self-analyzers are more depressed and
anxious and experience poorer well-being.)

So if why isn’t the right introspective question, is there a better one? My
research team scoured hundreds of pages of interview transcripts with highly
self-aware people to see if they approached introspection differently. Indeed,
there was a clear pattern: Although the word “why” appeared fewer than 150
times, the word “what” appeared more than 1,000 times.

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Therefore, to increase productive self-insight and decrease unproductive
rumination, we should ask what, not why. “What” questions help us stay
objective, future-focused, and empowered to act on our new insights.

For example, consider Jose, an entertainment industry veteran we interviewed,
who hated his job. Where many would have gotten stuck thinking “Why do I feel so
terrible?,” he asked, “What are the situations that make me feel terrible, and
what do they have in common?” He realized that he’d never be happy in that
career, and it gave him the courage to pursue a new and far more fulfilling one
in wealth management.

Similarly, Robin, a customer service leader who was new to her job, needed to
understand a piece of negative feedback she’d gotten from an employee. Instead
of asking “Why did you say this about me?,” Robin inquired, “What are the steps
I need to take in the future to do a better job?” This helped them move to
solutions rather than focusing on the unproductive patterns of the past.

A final case is Paul, who told us about learning that the business he’d recently
purchased was no longer profitable. At first, all he could ask himself was “Why
wasn’t I able to turn things around?” But he quickly realized that he didn’t
have the time or energy to beat himself up — he had to figure out what to do
next. He started asking, “What do I need to do to move forward in a way that
minimizes the impact to our customers and employees?” He created a plan and was
able to find creative ways to do as much good for others as possible while
winding down the business. When all that was over, he challenged himself to
articulate what he learned from the experience — his answer both helped him
avoid similar mistakes in the future and helped others learn from them, too.

These qualitative findings have been bolstered by others’ quantitative research.
In one study, psychologists J. Gregory Hixon and William Swann gave a group of
undergraduates negative feedback on a test of their “sociability, likability and
interestingness.” Some were given time to think about why they were the kind of
person they were, while others were asked to think about what kind of person
they were. When the researchers had them evaluate the accuracy of the feedback,
the “why” students spent their energy rationalizing and denying what they’d
learned, and the “what” students were more open to this new information and how
they might learn from it. Hixon and Swann’s rather bold conclusion was that
“Thinking about why one is the way one is may be no better than not thinking
about one’s self at all.”

All of this brings us to conclude: Leaders who focus on building both internal
and external self-awareness, who seek honest feedback from loving critics, and
who ask what instead of why can learn to see themselves more clearly — and reap
the many rewards that increased self-knowledge delivers. And no matter how much
progress we make, there’s always more to learn. That’s one of the things that
makes the journey to self-awareness so exciting.

Read more on Emotional intelligence or related topics Managing yourself and
Psychology
TE
Tasha Eurich , PhD, is an organizational psychologist, researcher, and New York
Times bestselling author. She is the principal of The Eurich Group, a boutique
executive development firm that helps companies — from startups to the Fortune
100 — succeed by improving the effectiveness of their leaders and teams. Her
newest book, Insight, delves into the connection between self-awareness and
success in the workplace.
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Read more on Emotional intelligence or related topics Managing yourself and
Psychology

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* For accelerated mobile page (AMP) sites, your choices are saved in local
storage prefixed by “amp-store”. Your choices will be invalidated after 390
days and overwritten once you make new privacy choices on this site.

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CONFIRM OUR VENDORS

Vendors can use your data to provide services. Declining a vendor can stop them
from using the data you shared.

TCF vendors

EXPONENTIAL INTERACTIVE, INC D/B/A VDX.TV

Cookie duration: 90 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

ROQ.AD GMBH

Cookie duration: 365 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

ADMAXIM LIMITED

Cookie duration: 30 (days).

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

Cookie duration resets each session.

View details | Privacy policy
Consent

INDEX EXCHANGE INC.

Cookie duration: 395 (days).

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

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

View details | Storage details | Privacy policy
Consent

QUANTCAST

Cookie duration: 396 (days).

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

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

BEESWAXIO CORPORATION

Cookie duration: 395 (days).

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

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

View details | Storage details | Privacy policy
Consent

SOVRN, INC.

Cookie duration: 365 (days).

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

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

View details | Privacy policy
Consent

ADIKTEEV

Doesn't use cookies.

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

Uses other forms of storage.

View details | Privacy policy
ConsentLegitimate interest

RTB HOUSE S.A.

Cookie duration: 365 (days).

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

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

View details | Storage details | Privacy policy
Consent

THE UK TRADE DESK LTD

Cookie duration: 365 (days).

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

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

NEXXEN INC.

Cookie duration: 180 (days).

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

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

EPSILON

Cookie duration: 184 (days).

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

View details | Privacy policy
Consent

YAHOO EMEA LIMITED

Cookie duration: 397 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

ADVENTORI SAS

Cookie duration: 90 (days).

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

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

View details | Privacy policy
Consent

TRIPLE LIFT, INC.

Cookie duration: 90 (days).

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

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

View details | Privacy policy
ConsentLegitimate interest

XANDR, INC.

Cookie duration: 90 (days).

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

NEORY GMBH

Cookie duration: 90 (days).

Cookie duration resets each session.

View details | Privacy policy
Consent

NEXXEN GROUP LLC

Cookie duration: 365 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
ConsentLegitimate interest

NEURAL.ONE

Cookie duration: 365 (days).

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

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

View details | Privacy policy
Consent

ADITION (VIRTUAL MINDS GMBH)

Cookie duration: 90 (days).

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

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

View details | Storage details | Privacy policy
Consent

ACTIVE AGENT (VIRTUAL MINDS GMBH)

Cookie duration: 90 (days).

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

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

View details | Storage details | Privacy policy
Consent

TABOOLA EUROPE LIMITED

Cookie duration: 366 (days).

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

View details | Storage details | Privacy policy
Consent

EQUATIV

Cookie duration: 396 (days).

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

Uses other forms of storage.

View details | Storage details | Privacy policy
Consent

ADFORM A/S

Cookie duration: 3650 (days).

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

MAGNITE, INC.

Cookie duration: 365 (days).

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

RATEGAIN ADARA INC

Cookie duration: 730 (days).

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

View details | Storage details | Privacy policy
Consent

SIFT MEDIA, INC

Doesn't use cookies.

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

View details | Privacy policy
Consent

RAKUTEN MARKETING LLC

Cookie duration: 730 (days).

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

View details | Privacy policy
ConsentLegitimate interest

LUMEN RESEARCH LIMITED

Doesn't use cookies.

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

View details | Privacy policy
Legitimate interest

AMAZON AD SERVER

Cookie duration: 396 (days).

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

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

OPENX

Cookie duration: 365 (days).

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

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

View details | Storage details | Privacy policy
Consent

YIELDLAB (VIRTUAL MINDS GMBH)

Cookie duration: 90 (days).

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

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

View details | Storage details | Privacy policy
Consent

ROKU ADVERTISING SERVICES

Cookie duration: 396 (days).

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

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

NANO INTERACTIVE GROUP LTD.

Doesn't use cookies.

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

View details | Privacy policy
Consent

SIMPLIFI HOLDINGS LLC

Cookie duration: 366 (days).

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

Uses other forms of storage.

View details | Privacy policy
Consent

PUBMATIC, INC

Cookie duration: 365 (days).

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

Uses other forms of storage.

View details | Storage details | Privacy policy
ConsentLegitimate interest

COMSCORE B.V.

Cookie duration: 720 (days).

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

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

View details | Privacy policy
Consent

FLASHTALKING

Cookie duration: 730 (days).

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

View details | Privacy policy
Consent

PULSEPOINT, INC.

Cookie duration: 365 (days).

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

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

View details | Privacy policy
Consent

SMAATO, INC.

Cookie duration: 21 (days).

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

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

SEMASIO GMBH

Cookie duration: 366 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

CRIMTAN HOLDINGS LIMITED

Cookie duration: 365 (days).

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

Cookie duration resets each session.

View details | Privacy policy
ConsentLegitimate interest

GENIUS SPORTS UK LIMITED

Cookie duration: 365 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

CRITEO SA

Cookie duration: 390 (days).

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

Uses other forms of storage.

View details | Storage details | Privacy policy
Consent

ADLOOX SA

Doesn't use cookies.

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

Uses other forms of storage.

View details | Privacy policy
ConsentLegitimate interest

BLIS GLOBAL LIMITED

Cookie duration: 400 (days).

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

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

View details | Storage details | Privacy policy
Consent

LOTAME SOLUTIONS, INC

Cookie duration: 274 (days).

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

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

View details | Privacy policy
Consent

LIVERAMP

Cookie duration: 365 (days).

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

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

View details | Storage details | Privacy policy
Consent

GROUPM UK LIMITED

Cookie duration: 395 (days).

Cookie duration resets each session.

View details | Storage details | Privacy policy
ConsentLegitimate interest

LOOPME LIMITED

Cookie duration: 90 (days).

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

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

View details | Storage details | Privacy policy
Consent

DYNATA LLC

Cookie duration: 365 (days).

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

ASK LOCALA

Doesn't use cookies.

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

Uses other forms of storage.

View details | Privacy policy
Consent

AZIRA

Doesn't use cookies.

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

Uses other forms of storage.

View details | Privacy policy
ConsentLegitimate interest

DOUBLEVERIFY INC.

Doesn't use cookies.

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

View details | Privacy policy
Legitimate interest

BIDSWITCH GMBH

Cookie duration: 365 (days).

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

View details | Storage details | Privacy policy
Consent

IPONWEB GMBH

Cookie duration: 365 (days).

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

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

View details | Storage details | Privacy policy
Consent

NEXTROLL, INC.

Cookie duration: 183 (days).

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

Cookie duration resets each session.

View details | Privacy policy
Consent

TEADS FRANCE SAS

Cookie duration: 365 (days).

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

Uses other forms of storage.

View details | Storage details | Privacy policy
ConsentLegitimate interest

STRÖER SSP GMBH (SSP)

Cookie duration: 365 (days).

Uses other forms of storage.

View details | Storage details | Privacy policy
ConsentLegitimate interest

OS DATA SOLUTIONS GMBH

Cookie duration: 90 (days).

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

Uses other forms of storage.

View details | Storage details | Privacy policy
ConsentLegitimate interest

PERMODO GMBH

Doesn't use cookies.

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

Uses other forms of storage.

View details | Privacy policy
Consent

PLATFORM161 B.V.

Cookie duration: 396 (days).

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

View details | Storage details | Privacy policy
Consent

BASIS GLOBAL TECHNOLOGIES, INC.

Cookie duration: 365 (days).

Cookie duration resets each session.

View details | Privacy policy
ConsentLegitimate interest

SMADEX, S.L.U.

Cookie duration: 365 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

BOMBORA INC.

Cookie duration: 365 (days).

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

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

EASYMEDIA GMBH

Cookie duration: 365 (days).

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

REMERGE GMBH

Doesn't use cookies.

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

Uses other forms of storage.

View details | Privacy policy
ConsentLegitimate interest

ADVANCED STORE GMBH

Cookie duration: 365 (days).

Data collected and processed: Device identifiers

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

MAGNITE CTV, INC.

Cookie duration: 366 (days).

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

DELTA PROJECTS AB

Cookie duration: 365 (days).

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

USEMAX ADVERTISEMENT (EMEGO GMBH)

Cookie duration: 365 (days).

Data collected and processed: Users’ profiles, IP addresses

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

EMETRIQ GMBH

Cookie duration: 365 (days).

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

View details | Storage details | Privacy policy
Consent

PUBLICIS MEDIA GMBH

Cookie duration: 1825 (days).

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

View details | Privacy policy
Consent

M.D. PRIMIS TECHNOLOGIES LTD.

Cookie duration: 25 (days).

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

ONETAG LIMITED

Cookie duration: 396 (days).

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

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

View details | Storage details | Privacy policy
Consent

CLOUD TECHNOLOGIES S.A.

Cookie duration: 365 (days).

Cookie duration resets each session.

View details | Privacy policy
Consent

SMARTOLOGY LIMITED

Doesn't use cookies.

Data collected and processed: IP addresses

Uses other forms of storage.

View details | Privacy policy
ConsentLegitimate interest

IMPROVE DIGITAL

Cookie duration: 90 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
ConsentLegitimate interest

ADOBE ADVERTISING CLOUD

Cookie duration: 365 (days).

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

BANNERFLOW AB

Cookie duration: 366 (days).

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

Cookie duration resets each session.

View details | Privacy policy
ConsentLegitimate interest

TABMO SAS

Doesn't use cookies.

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

Uses other forms of storage.

View details | Privacy policy
Consent

INTEGRAL AD SCIENCE (INCORPORATING ADMANTX)

Doesn't use cookies.

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

View details | Privacy policy
Legitimate interest

WIZALY

Cookie duration: 365 (days).

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

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

View details | Storage details | Privacy policy
Consent

WEBORAMA

Cookie duration: 393 (days).

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

Uses other forms of storage.

View details | Storage details | Privacy policy
ConsentLegitimate interest

JIVOX CORPORATION

Cookie duration: 30 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

VISTAR MEDIA EMEA BV

Doesn't use cookies.

Data collected and processed: Non-precise location data

View details | Privacy policy
Consent

ON DEVICE RESEARCH LIMITED

Cookie duration: 30 (days).

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

View details | Storage details | Privacy policy
Consent

ROCKABOX MEDIA LTD

Doesn't use cookies.

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

View details | Storage details | Privacy policy
Legitimate interest

EXACTAG GMBH

Cookie duration: 180 (days).

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

Cookie duration resets each session.

View details | Privacy policy
Consent

CELTRA INC.

Doesn't use cookies.

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

Uses other forms of storage.

View details | Storage details | Privacy policy
Consent

MAINADV SRL

Cookie duration: 30 (days).

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

Uses other forms of storage.

View details | Privacy policy
Consent

GEMIUS SA

Cookie duration: 1825 (days).

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

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

View details | Storage details | Privacy policy
Consent

THE KANTAR GROUP LIMITED

Cookie duration: 914 (days).

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

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

View details | Privacy policy
Consent

NIELSEN MEDIA RESEARCH LTD.

Cookie duration: 120 (days).

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

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

View details | Storage details | Privacy policy
Consent

SOLOCAL SA

Cookie duration: 396 (days).

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

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

PIXALATE, INC.

Doesn't use cookies.

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

View details | Storage details | Privacy policy
Consent

NUMBERLY

Cookie duration: 180 (days).

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

AUDIENCEPROJECT A/S

Cookie duration: 365 (days).

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

View details | Storage details | Privacy policy
ConsentLegitimate interest

DEMANDBASE, INC.

Cookie duration: 730 (days).

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

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

View details | Storage details | Privacy policy
Consent

EFFILIATION / EFFINITY

Cookie duration: 30 (days).

Data collected and processed: Device characteristics

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

ARRIVALIST CO.

Cookie duration: 365 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
Consent

SEENTHIS AB

Doesn't use cookies.

Data collected and processed: Device characteristics, IP addresses

View details | Privacy policy

COMMANDERS ACT

Cookie duration: 365 (days).

Data collected and processed: Device identifiers, IP addresses

View details | Storage details | Privacy policy
Consent

TRAVEL AUDIENCE GMBH

Cookie duration: 397 (days).

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

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

View details | Privacy policy
Consent

HUMAN

Doesn't use cookies.

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

View details | Privacy policy
Legitimate interest

BLENDEE SRL

Cookie duration: 366 (days).

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

View details | Storage details | Privacy policy
Consent

INNOVID LLC

Cookie duration: 90 (days).

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

Cookie duration resets each session.

View details | Storage details | Privacy policy
ConsentLegitimate interest

PAPIRFLY AS

Doesn't use cookies.

Data collected and processed: Device characteristics

View details | Privacy policy
Legitimate interest

NEUSTAR, INC., A TRANSUNION COMPANY

Cookie duration: 365 (days).

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

View details | Privacy policy
ConsentLegitimate interest

VERVE GROUP EUROPE GMBH

Doesn't use cookies.

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

Uses other forms of storage.

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Consent

OTTO (GMBH & CO KG)

Cookie duration: 365 (days).

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

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

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ConsentLegitimate interest

ADOBE AUDIENCE MANAGER, ADOBE EXPERIENCE PLATFORM

Cookie duration: 180 (days).

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

Cookie duration resets each session.

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Consent

LOCALSENSOR B.V.

Doesn't use cookies.

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

Uses other forms of storage.

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Consent

ONLINE SOLUTION

Cookie duration: 365 (days).

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

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

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Consent

RELAY42 NETHERLANDS B.V.

Cookie duration: 730 (days).

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

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Consent

GP ONE GMBH

Cookie duration: Uses session cookies.

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

Uses other forms of storage.

View details | Storage details | Privacy policy
ConsentLegitimate interest

LIFTOFF MONETIZE AND VUNGLE EXCHANGE

Doesn't use cookies.

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

Uses other forms of storage.

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ConsentLegitimate interest

THE MEDIAGRID INC.

Cookie duration: 365 (days).

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

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Consent

REPPUBLIKA RESEARCH & ANALYTICS AUSTRIA GMBH

Cookie duration: 180 (days).

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

Uses other forms of storage.

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Consent

CINT AB

Cookie duration: 730 (days).

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

Uses other forms of storage.

View details | Privacy policy
Consent

GOOGLE ADVERTISING PRODUCTS

Cookie duration: 396 (days).

Uses other forms of storage.

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ConsentLegitimate interest

GFK GMBH

Cookie duration: 730 (days).

Uses other forms of storage.

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Consent

REVJET

Cookie duration: 365 (days).

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

Cookie duration resets each session.

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Consent

PROTECTED MEDIA LTD

Doesn't use cookies.

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

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Legitimate interest

CLINCH LABS LTD

Cookie duration: 730 (days).

Cookie duration resets each session.

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ConsentLegitimate interest

ORACLE DATA CLOUD - MOAT

Doesn't use cookies.

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

View details | Privacy policy
Legitimate interest

HEARTS AND SCIENCE MÜNCHEN GMBH

Cookie duration: 60 (days).

Data collected and processed: IP addresses

Cookie duration resets each session.

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Consent

AMAZON ADVERTISING

Cookie duration: 396 (days).

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

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Consent

MOLOCO, INC.

Cookie duration: 730 (days).

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

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

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ConsentLegitimate interest

ADTRIBA GMBH

Cookie duration: 730 (days).

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

Cookie duration resets each session.

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Consent

ENSIGHTEN

Cookie duration: 1825 (days).

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

Cookie duration resets each session.

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Legitimate interest

EBAY INC

Cookie duration: 90 (days).

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

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Consent

METRIXLAB NEDERLAND B.V.

Cookie duration: 730 (days).

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

Uses other forms of storage.

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Consent

HURRA COMMUNICATIONS GMBH

Cookie duration: 366 (days).

Cookie duration resets each session.

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Consent

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