Privacy Policy

Table of contents

  1. General information
  2. Controller, data protection officer, assertion of your rights
  3. Your rights regarding your data
  4. Place of processing
  5. Data processing of the visitors of our website and of the registered users
  6. Disclosure of your data
  7. Marketing and newsletter
  8. Your contact with us

  1. General

    1.1. We, the Seeding Alliance GmbH (hereinafter: SAG), Ströer-Allee 1, 50999 Cologne, Germany are pleased that you are visiting (hereinafter: “our website”).

    1.2. SAG offers services in the area of online advertising technologies both for operators of websites and apps (hereinafter “Publisher”), for adv ertisers and advertising agencies (hereinafter “Advertisers”). For information regarding SAG’s business model and the processing operations in the joint data processing operations, please refer to SAG’s privacy policy here

    1.3. This privacy policy is addressed to the to the registered users of this website in the area of publishing or advertising (hereinafter “users”) as well as to the simple visitors to our website (hereinafter “visitors”).

    1.4. The legal basis on which we base our data processing can be found in the General Data Protection Regulation (“GDPR”), which you can access here ( In the privacy policy presented below, we refer to the corresponding legal basis for our processing.

    1.5. We have designed our privacy policy in such way that everyone can get a quick overview why the personal data is being processed. Personal Data is the information from which a person can be clearly identified, either directly or by linking it to other data, e.g. name or email address. We will process your personal data (hereinafter also “your data” or “user data”) only in accordance with applicable data protection law. If we process your data for purposes other than those stated in this privacy policy, we will inform you about these purposes separately in advance and, where necessary, obtain your consent.

    1.6. Please read the following privacy policy carefully. This policy is divided into individual subsections. If you have any questions or comments about this data protection policy, you can contact us at any time via e-mail to

    1.7. Our privacy policy may be changed from time to time, e.g. in order to adapt it to new data protection regulations. We will publish any changes to the privacy policy on this page.

  1. Controller, data protection officer, assertion of your legal rights

    2.1. Seeding Alliance GmbH is the controller for the processing of your data as described in this privacy policy.

    2.2. Please find the contact details of the publishers in the imprint of the digital offers you visit. You can find the contact details of the respective vendors in the consent management platforms (hereinafter “CMPs”) of these digital offerings. You can obtain contact details of the advertisers from us upon request.

    2.3. Where we are solely responsible for certain processing operations or the processing of certain categories of data, we have indicated this accordingly. However, the majority of the processing operations described in this policy are carried out under joint responsibility.

    2.4. If you have any questions or comments about this privacy policy or about data protection in general, please contact:

    Seeding Alliance GmbH
    Ströer-Allee 1
    50999 Cologne

    If you have any questions about the processing of your personal data or about exercising your rights under the GDPR, you can consult our data protection officer. You can contact our company data protection officer at:

    Ströer Digital Media GmbH
    Platz der Einheit 1
    60327 Frankfurt am Main
    Data protection Officer:

    The supervisory authority responsible for SAG can be reached as follows:

    Die Landesbeauftragte für den Datenschutz Nordrhein-Westfalen
    Kavalleriestr. 2-4
    40213 Düsseldorf
    Telephone: +49 211 / 38424-0
    Fax: +49 211 / 38424-999

  1. Your rights regarding your data

    3.1. You have the following rights in relation to the processing of your data:

    (a) A right of access to your data (Art. 15 GDPR). This includes, first of all, information about whether we process your personal data. If this is the case, you have the right to be informed about the data processed and additionally about:
  • the purposes of the processing;
  • the categories of data processed;
  • the recipients of the data;
  • the applicable data protection safeguards if the data is transferred to recipients outside the European Union;
  • the storage period;
  • your legal rights regarding data protection;
  • the origin of the data and the existence of automated decision-making.

    You also have the right to be provided with a copy of your personal data, provided that this does not affect the rights of third parties.

    (b) A right to rectification if your data is inaccurate or to completion if your data is incomplete (Art. 16 GDPR), if this is necessary to achieve the purpose of the processing.

    (c) A right to erasure (1) if processing of your data is no longer necessary for the aforementioned purposes, (2) if the processing is based on consent that you have revoked in the meantime and there is no other legal basis for processing by us, (3) if you have objected to processing carried out by us and – in the case of objection on personal grounds – there are no overriding legitimate grounds for the processing, (4) if we have processed your data unlawfully, or (5) if there is a legal obligation to erase it (so-called “right to be forgotten”, or “right to be informed”). “Right to be forgotten”, Art. 17 GDPR)

    (d) A right to restriction of processing (1) if you dispute the accuracy of your data for the period we need to verify the accuracy, (2) if the processing of your data was unlawful and you wish to have the processing restricted instead of erased, (3) if storage by us is no longer necessary for the aforementioned purposes, (4) if you have objected to processing carried out by us which is based on our legitimate interests, as long as it has not yet been determined whether our legitimate interests outweigh your rights (Art. 18 GDPR).

    (e) A right to data portability with regard to your data that you have provided to us, if the processing is based on your consent or a contract with us, i.e. you can request the data you have provided to us in a structured, common and machine-readable format to be transferred to you or to a third party (Art. 20 GDPR)

    (f) A right to object to processing, please also see the detailed information under point “Rights of objection according to Art. 21 GDPR”.

    These rights are partly restricted by law. If we are unable to fulfil these rights, we will notify you.

    We reserve the right not to process requests that are unreasonably frequent or that are received without appropriate proof of identity. We will inform you of this in writing.

    If you are of the opinion that the data processing does not comply with data protection regulations, in particular the General Data Protection Regulation and the Federal Data Protection Act, you can lodge a complaint with a data protection supervisory authority. In particular, you can contact the supervisory authority at your place of residence, at your place of work or at the place of the suspected data protection violation. This does not exclude any further legal remedies, e.g. before the courts.

    3.2. Your rights to object according to Art. 21 GDPR
  • Right to object to direct advertising
    You can object to further use of your data for advertising purposes, even if the use of the data is legally permissible without your consent.
  • Right to object on personal grounds
    You have the right to object to the processing of your data by us on grounds relating to your particular situation, insofar as this is based on our legitimate interests. We will then stop processing your data unless we can demonstrate compelling legitimate grounds for further processing that override your rights, or the processing serves to assert, exercise or defend legal claims.

    In order to assert your objection, it is sufficient to send us an informal message (contact details: see under point: “Controller, data protection officer, assertion of your rights”). Please note that with regard to data processing in joint responsibility, we are generally not able to identify you by name or e-mail address. To exercise your right to object, you should therefore contact the publishers of the digital offers you visit or ideally change your settings directly in the CMP of the digital offers you visit.

    An objection does not trigger any costs for you and has no negative consequences for you. The lawfulness of the processing of your data prior to your objection remains unaffected in this case.

    3.3. To exercise your above rights, please click on this link:

  1. Place of data processing

    We will not store your data for longer than is necessary to fulfil the respective purpose for which it was collected, unless there is a legal basis for processing beyond this. In the case of such archiving, the data will be blocked from other access and deleted and destroyed in accordance with data protection law after the statutory retention periods have expired. The respective retention periods depend on the underlying purpose and the type of personal data.

    We as the responsible party process your data ourselves exclusively within the European Union (“EU”). Please note: If your data is transferred from your home country to another country, the laws there protecting your data may differ from those in your country (and may only provide a lower level of protection). If we transfer your data to a country outside the EEA, we will take appropriate measures to ensure an adequate level of data protection, for example by concluding so-called standard contractual clauses (Article 46 of the GDPR) or by obtaining your explicit consent (Article 49 (1) sentence 1 lit. a of the GDPR).

    You have the right to receive a copy of the specifically agreed regulations for ensuring the appropriate level of data protection. Please use the information in the section “Controller, data protection officer, assertion of your rights”.

  1. Processing of data of visitors of website and of registered users

    5.1 Processing of your data

    Depending on the information you provide to us, we collect the following categories of data:

    – When you visit our website
    Device-specific information

    We collect device-specific information, such as the model of hardware you are using, the version of the operating system, unique device identifiers, information about the mobile network you are using, and data about device events such as crashes, system activity, hardware settings, browser type, browser language, the date and time of your request and referral URL;

    Your IP address;

    Cookie data

    When you visit our website, we collect information by using so-called cookies. Cookies are small text files that allow your browser to be recognised and are sent to your computer or mobile device. For more information about cookies set by, please check the Consent Management Platform on this website.

    – Data of the registered users

    While registering on, the following data is kept:

    Contact data (name, surname; e-mail address; address; telephone number);

    Financial data (tax number; VAT identification number);

    Bank details (optional, only needed if you receive invoices or credit notes from us);

    Paypal account data (optional, only needed if payments are made via Paypal account)

    – Newsletter

    While registering in you can order newsletters from us (opt in procedure). In this case, we collect the email address you provide, as well as your first and last name. You have the option to stop receiving newsletters at any time. To do so, simply follow the unsubscribe link at the end of the respective message.

    – Other notifications

    From time to time, you can receive notifications from us about new blogs, newly launched campaigns, rejected blogs and campaign offers. In this case, we collect the email address you provide, as well as your first and last name. You have the option to stop receiving these notifications at any time. To do so, simply follow the link to unsubscribe or limit these notifications at the end of the respective message. Alternatively, you can unsubscribe or limit these notifications in your account. For more information on marketing notifications and newsletters, please refer to the section “Marketing and newsletters”.

    5.2. For what purposes and on what legal basis are your data processed.

    Your data will be processed for the following purposes and on the basis of the following legal grounds (sole and joint responsibility):

    5.2.1. on the basis of our legitimate interests pursuant to Art. 6 para. 1 sentence 1 lit. f GDPR
  • To provide, maintain, protect and improve our services, to develop new services and to protect us and our business partners and customers;
  • to further improve the security of our IT system for the benefit of all business partners and customers;
  • to detect or prevent technical problems;
  • to protect rights affecting our property or safety, the property or safety of business partners and customers, or the public, to the extent permitted and required by law;
  • to assert, exercise or defend legal claims;
  • to provide you with relevant information about the Stroeer Group company and services including customer service and marketing activities, unless you have objected to the use of your data for these services;
  • in the context of customer administration and support

    5.2.2. Due to legal obligations pursuant to Art. 6 para. 1 sentence 1 lit. c GDPR
  • for the fulfilment of and compliance with applicable laws, regulations, legal proceedings or enforceable official orders that are binding;
  • for the detection, prevention or combating of legal infringements, insofar as SAG is legally obliged to do so or third parties have a legal claim against SAG;
  • for the detection, prevention or rectification of security defects or technical problems.

    5.2.3. For the execution of the contract in accordance with Art. 6 Para. 1 lit. b GDPR
  • for the establishment, content or amendment of the contractual relationship with the respective customer;
  • for the provision of our services, i.e. the fulfilment of our contracts.

    5.2.4. on the basis of your consent to the processing for one or more specific purposes pursuant to Art. 6 Para. 1 Sentence 1 lit. a GDPR
  • for the processing of your personal data in relation to the personalised creation of the newsletter;
  • for regular dispatch to the e-mail address you have provided;
  • for marketing purposes and customer contact;
  • to offer you customised content, for example, to provide you with personalised advertising.

  1. Passing on your data

    Within our company, your data will be passed on to those departments or group units that need it to fulfil our contractual and legal obligations or in the context of processing and implementing our legitimate interests.

    Your data will only be passed on to other offices:

    6.1. For legal reasons:

    We will disclose your information to other companies, organisations or individuals when necessary to comply with applicable laws or regulations, such as to comply with legal process, or to comply with a binding governmental order, to enforce contractual agreements, including investigation of potential violations, to detect, prevent, or otherwise address fraud, security or technical issues, or to protect against harm to our property, other rights or safety, the property or safety of our users or the public, as permitted or required by law.

    In the aforementioned cases, your data may also be disclosed to authorities, courts, lawyers, auditors and tax advisors as necessary.

    6.2. For processing by other bodies (on our behalf):

    These are trustworthy companies that we commission with the processing of data within the framework provided by law and that process the data according to our instructions (so-called processors). This is done in accordance with applicable law, as well as appropriate confidentiality and security measures that enable us to ensure the protection of your data at all times. In this case, SAG remains responsible for the protection of your data. We engage companies in the following areas in particular: IT, sales, marketing, finance, consulting, customer service, human resources, logistics, printing. Beyond that, only our employees have access to your data. Data that has no personal reference, i.e. data that cannot be associated with your person (e.g. completely anonymised data), may be passed on to third parties.

    6.3. Information on the use of Google Analytics on

    We use the Google Analytics service provided by Google Inc, 1600 Amphitheater Parkway, Mountain View, CA 94043, USA (Google). Google Analytics uses cookies (see our CMP on our website). The information generated by the cookie about your use of the website will be transmitted to and stored by Google on servers in the United States. Google will use this information on our behalf for the purpose of evaluating your use of the website, compiling reports on website activity and providing other services relating to website activity and internet usage. Pseudonymous usage profiles can be created from the processed data.

    We have added the code “anonymizeIP” to Google Analytics on our website. This means that the IP address of the user is shortened within the EU or in other contracting states of the Agreement on the European Economic Area. Only in exceptional cases will the full IP address be transmitted to a Google server in the USA and shortened there. The IP address transmitted by your browser as part of Google Analytics will not be merged with other Google data. You can prevent the storage of cookies by selecting the appropriate setting in your browser. You can also prevent the collection of data generated by the cookie and related to your use of this website by Google, as well as the processing of this data by Google, by downloading and installing the browser plugin available at the following link:

  1. Marketing and Newsletter

    We process your data in accordance with the statutory provisions for our own marketing purposes.

    You can object to the processing of your data for advertising purposes at any time by sending a short written message to or to revoke your consent without incurring any costs other than the transmission costs according to the basic rates.

    If you object to the use of your data, your contact address will not be used for advertising purposes. We would like to point out that in exceptional cases, advertising material may still be sent even after receipt of your objection. This is due to technical reasons and does not mean that we will not implement your objection.

    The legal basis for this is § 7 para. 3 of Act against unfair competition (german: UWG) as well as Art. 6 para. 1 lit. f) EU GDPR. Our interest in addressing advertising in a needs-based manner is to be regarded as justified within the meaning of the aforementioned provision.

    We only pass on your data to business partners for the dispatch of advertising material if the partner is committed to our data protection standards.

    On our website you can subscribe to our newsletters. In our newsletters, we provide information about our current products and services, invite you to our events and give you an overview of interesting articles (e.g. blog entries) and relevant topics. We usually need your e-mail address for registration.

    The registration for our newsletters is carried out in the so-called opt-in procedure. If you have subscribed to a newsletter, you will also find a corresponding link at the end of the newsletter. Alternatively, you can unsubscribe using this link. If no legal retention periods are relevant for your personal data (e.g. from a contractual relationship with us), we will remove you from the respective newsletter distribution list immediately after receiving your unsubscription.

    The processing of your personal data serves the personalised creation of the newsletter as well as the regular dispatch to the e-mail address you have provided. The legal basis for the processing is your consent (Art. 6 para. 1 lit. a) GDPR).

  1. Your contact to us

    We process the data you provide in the forms, including free text (content of the message). If certain categories of data are not absolutely necessary for processing your enquiry, but are helpful for further personalising our response (e.g. the function in your company) or for contacting you by alternative means (e.g. by telephone), we mark such fields as “voluntary”. The legal basis for data processing is your consent (Art. 6 para. 1 lit. a) GDPR). If we need the data you provide for the preparation or fulfilment of a contract with you, the legal basis is Art. 6 para. 1 lit. b) GDPR.

    Of course, you can also contact us by e-mail at any time. If you send us a message to an email address provided on our website, the legal basis for data processing is our legitimate interest in processing your request (Art. 6 para. 1 lit. f) GDPR).

    Please note that the e-mails are generally not sent fully encrypted. This means that – despite extensive technical security precautions – there is a risk of unauthorised access to the email content by third parties, e.g. during transmission.