Within our online offer, the so-called 'Facebook Pixel' of the social network Facebook is used in the mode of extended data comparison, which is operated by Meta Platforms Ireland Limited, 4 Grand Canal Quare, Dublin 2, Ireland ('Facebook').
On the basis of their explicit consent, if a user clicks on an advertisement placed by us on Facebook, the URL of our linked page will be appended by Facebook Pixel. After forwarding, this URL parameter is then written to the user’s browser via cookie, which our linked page sets itself. In addition, specific customer data such as the email address, which we collect on our website linked to the Facebook ad for transactions such as purchases, account logins or registrations, is recorded by this cookie (extended data comparison). The cookie is then read by the Facebook pixel and enables the data, including specific customer data, to be forwarded to Facebook.
 

With the help of the Facebook pixel with extended data comparison, Facebook is able to precisely determine the visitors of our online offer as a target group for the display of advertisements (so-called 'Facebook Ads'). Accordingly, we use the Facebook pixel with extended data comparison in order to only display the Facebook ads we have placed to those Facebook users who have also shown an interest in our online offer or who have certain characteristics (e.g. interests in certain topics or products that are determined based on the websites visited), which we transmit to Facebook (so-called 'Custom Audiences'). With the help of the Facebook pixel with extended data comparison, we also want to ensure that our Facebook ads correspond to the potential interest of the user and are not annoying. In this way, we can further evaluate the effectiveness of the Facebook ads for statistical and market research purposes by understanding whether users were redirected to our website after clicking on a Facebook ad (so-called 'Conversion'). Compared to the standard version of Facebook Pixel, the advanced data comparison feature helps us to better measure the effectiveness of our advertising campaigns by recording more attributed conversions.
 

All transmitted data is stored and processed by Facebook so that a connection to the respective user profile is possible and Facebook can use the data for its own advertising purposes in accordance with the Facebook data usage guidelines (https://www.facebook.com/about/privacy/). The data can enable Facebook and its partners to place advertisements on and outside of Facebook.
 

These processing operations only take place if you have given your explicit consent in accordance with Art. 6 (1) (a) GDPR. The information generated by Facebook is usually transmitted to a Facebook server and stored there. This can also result in transmission to the servers of Meta Platforms Inc. in the USA. If you wish to object to the use of Facebook's Website Custom Audiences, you may do so under https://www.facebook.com/settings/?tab=ads .

In addition, we use Customer Match Lists in the context of our Facebook advertising activities, e.g. for 'Lookalike Audiences' and remarketing. For the use of Customer Match, lists with encrypted user data are uploaded to Facebook. After uploading the data, the system checks which data are already known and assigns the users to a list. After the preparation of the Customer Match List, the encrypted customer data are again automatically erased. Facebook does not obtain any new addresses in this process (encryption).