We use the Meta-Pixel service on our websites, a service for enabling personalized advertising provided by Meta Platforms Ireland Ltd., 4 Grand Canal Square, Grand Canal Harbour, Dublin 2, Ireland (hereinafter: "Meta"). Meta acts as a third party in this service relationship.
Scope of processing
If you have consented to the use of Meta-Pixel and Custom Audiences, a connection to Meta's servers will be established when you visit our website to load the script required for the Meta-Pixel. This process transmits your IP address, the address of the visited page, and information about your browser and operating system. At the time of Meta-Pixel initialization, cookies containing unique identifiers are stored, allowing your browser to be recognized. This cookie is only valid for our website and cannot be used to track your activity on third-party websites. Subsequently, each time you access a page on our website that uses Meta-Pixel, the following data will be transmitted to and stored on a Meta server in the USA:
– Address of the page from which you accessed a page on our website
– Address of the page accessed
– Date and time of the call
– Browser and operating system
– IP-Adresse
– the pixel ID assigned to our website by Meta
– Identifier from meta-cookie
– “Button-Click-Data” (information about buttons that the user has clicked and the page to which the user was redirected)
The pixel we use is not used in the "extended user matching" variant, meaning that we do not transfer any further personal data to Meta.
If you have a Meta user account and a Meta cookie with a user ID is stored in your browser, Meta can associate the data we transmit to you with your Meta user account and thus with you personally. Regardless of whether you have a user account, Meta creates interest profiles based on the collected data, which serve as the basis for creating target groups ("Custom Audiences"). Meta can add you to such a target group and display personalized advertisements when you visit pages belonging to Meta. For us, the visitor and target group data is only available in the form of anonymized statistics.
Further information can be found on Meta's website:
Regarding Meta's data policy: https://www.facebook.com/privacy/explanation
Regarding the data collected with the meta-pixel: https://developers.facebook.com/docs/Meta-Pixel/implementation/gdpr
Data storage and access in the browser
The following cookies can be stored and read in the browser for Meta-Pixel and Custom Audiences. Please refer to the [link to relevant documentation] for further information. Meta's information on cookies used[TK4] .
| Bezeichnung | Funktionsdauer | Zugriffsmöglichkeit auf Seiten Dritter | Domain | Typ |
| _fbp | 3 Monate | ja | First-Party Cookie |
Legal basis for processing
The legal basis for the processing is Article 6(1)(a) GDPR.
Purpose of processing
We use the Meta Pixel to target our ads to specific audiences on Meta's website. By assigning users to relevant target groups, Meta allows us to use our advertising effectively. Using the Meta Pixel ensures that our ads on Meta's website align with a user's potential interests and are not perceived as intrusive.
Data transfer to third countries
If Meta also processes your data in third countries, according to Meta, this is done either on the basis of adequacy decisions of the EU Commission within the meaning of Art. 45 para. 1 GDPR or on the basis of Standardvertragsklauseln mit der Empfänger*in, die diese dazu verpflichten, das europäische Datenschutzrecht auch im Drittland zu gewährleisten und damit eine geeignete Garantie für den Schutz personenbezogener Daten iSd Art. 46 Abs. 2 lit. c DS-GVO bieten.
Storage duration
Individuals added to a custom audience will be removed from the audience after 180 days, unless they have rejoined it through page visits in the meantime. We do not store any personal data. The storage of personal data is otherwise governed by Meta's privacy policy.
Opportunity to object and have the matter rectified
You can view the status of your consent via our consent manager CookieYes in the bottom left corner of the website and revoke your consent at any time. Revoking your consent does not affect the lawfulness of the processing carried out before the revocation. Your decision regarding the use of the service is stored in the cookie. It only applies to this browser and must be renewed after the stated validity period expires.
Registrierte Nutzer der Plattform Facebook können auf der Seite https://www.facebook.com/settings?tab=ads die Funktion Custom Audiences deaktivieren. Weitere Einstellungsmöglichkeiten für registrierte Benutzer werden unter https://www.facebook.com/help/568137493302217 erläutert.