Privacy Notice for the use of measurement procedure by INFOnline GmbH

Our web page uses the measurement procedure (“SZMnG”) provided by INFOnline GmbH ( to measure statistical parameters relating to the use of our site. The reason for collecting these user metrics is to statistically measure the number of visits to our website, the number of visitors and their surfing behaviour using a standardised procedure to allow values to be collected that are comparable across the market.

For all sites that are members of the "Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern e.V." [German Audit Bureau of Circulation] (IVW – or that participate in online research carried out by the "Arbeitsgemeinschaft Online-Forschung e.V." [German Online Research Working Group] (AGOF -, the user metrics will be processed further on a regular basis by the AGOF and the Working Group for Media Analysis (agma – and will be published under the performance indicator "Unique User" and by the IVW with the performance indicators "Page Impression" and "Visits". These reach and statistics can be accessed on the respective web pages.

1. Legal basis for processing

The measurement by INFOnline GmbH using the SZMnG measurement procedure is carried out where there is a legitimate interest pursuant to Article 6(1)(f) GDPR.

The purpose of the processing of the personal data is to obtain statistics and to create user categories. The statistics are used to understand and substantiate the use of our sites. The user categories form the basis for an interest-oriented alignment of advertising material and advertising measures. A usage measurement that guarantees comparability with competitors in the market is essential for the marketing of this web page. Our legitimate interest stems from the economic usability of our findings based on the statistics, user categories and the market value of our web page, as well as the direct comparison with third-party web pages, which can be determined on the basis of the statistics.

In addition, we have a legitimate interest in making the pseudonymised data of INFOnline, AGOF and IVW available for the purposes of market research (AGOF, agma) and for statistical purposes (INFOnline, IVW). Furthermore, we have a legitimate interest in making INFOnline's pseudonymised data available for the further development and provision of interest-oriented advertising material.

2. Types of data

INFOnline GmbH collects the following data that can be linked to a particular person:

IP address: On the internet, each device requires a unique address to transmit data: the IP address. Because of how the internet functions, it is technically necessary for the IP address to be stored, at least for a short period. IP addresses are truncated to one byte before any processing, and further processing is performed only on anonymised IP addresses. No IP addresses that have not been truncated are saved or processed.

A randomly generated Client ID: To allow computer systems to be recognised, the further processing uses either a third-party cookie, a first-party cookie, a local storage object or a signature that is compiled from diverse information from your browser that is transmitted automatically. This identification is explicit for a browser, as long as the cookie or local storage object is not deleted. It is possible to measure the data and to subsequently assign it to the respective client identifier by accessing other websites that also use the measuring method ("SZMnG") of INFOnline GmbH. The validity of the cookie is restricted to a maximum of 1 year.

3. Data use

INFOnline GmbH's measurement process, which is posted on this web page, determines usage data. This is done to collect the performance indicators of page impressions, visits and clients and to provide additional performance indicators (e.g. qualified clients). In addition, the measured data is used as follows:

  • Geolocalisation (web page access being linked to the access location) is performed exclusively on the basis of the anonymised IP addresses and only to the geographical level of federal state/region. The collected geographical information cannot, under any circumstances, be used to determine a user’s specific place of residence.
  • The usage data from a technical client (e.g. from a device's browser) are amalgamated from all web pages and saved in a database. This information is technically evaluated with respect to age and gender and handed over to the AGOF service providers for further processing. In the course of the AGOF analysis, random samples for social characteristics are taken for technical evaluation, which can be assigned to the following categories: age, age gender, nationality, occupation, marital status, general household information, household income, place of residence, internet use, online interests, place of use, type of user.

4. Data storage time

The full IP address is not saved by INFOnline GmbH. The truncated IP address is saved for a maximum of 60 days. The usage data in connection with the unique identifier is saved for a maximum of six months.

5. Data disclosure

Neither the IP address nor the truncated IP address is disclosed. The data with client IDs are disclosed to the following AGOF service providers for the creation of the AGOF analysis:

6. Rights of the data subject

The data subject has the following rights:

  • Right of access (Article 15 GDPR)
  • Right to rectification (Article 16 GDPR)
  • Right to object (Article 21 GDPR)
  • Right to erasure (Article 17 GDPR)
  • Right to restriction of processing (Article 18f. GDPR)
  • Right to data portability (Article 20 GDPR)

For inquiries related to this, please consult Please note: For questions such as these, we must ensure that the question actually involves the data subject.

  • Right to object

If you would rather not take part in the measurement, you can opt out via the following link:

In order to guarantee exclusion from the measurement, it is a technical requirement to set a cookie. Should you wish to delete your browser’s cookies, you must go through the opt-out process using the above-mentioned link.

The data subject has the right to submit a complaint to a data protection authority.

More information on data protection regarding the measurement procedure can be found on the website of INFOnline GmbH (, which conducts the measurement procedure, AGOF's page on data protection ( and IVW's page on data protection (