Google Ads
Google Ads is an online advertising program provided by Google Ireland Limited (“Google”), Gordon House, Barrow Street, Dublin 4, Ireland.
Google Ads enables us to display advertisements in the Google search engine or on third-party websites when users enter certain search terms on Google (keyword targeting). In addition, targeted advertisements can be displayed based on user data available at Google (e.g., location data and interests) (audience targeting). As the website operator, we can analyze this data quantitatively, for example by examining which search terms triggered our ads and how many ads led to corresponding clicks.
The use of this service is based on your consent in accordance with Art. 6(1)(a) GDPR and § 25(1) TDDDG. Consent can be revoked at any time for the future.
Within the Google Tag Manager as a tag management system, we use Google Enhanced Conversions.
If you visit our website via a Google ad, we transmit a hashed identifier and information about potential purchases to Google. For this purpose, the secure one-way hash algorithm SHA256 is applied to your email address and phone number collected by us before transmission to Google. The hash data is then matched with logged-in Google accounts. Google processes this data to understand which ad you clicked on, measure its success, and provide us with this information in aggregated form. This allows us to track leads and measure the success of ads. Google stores the data for a period of 20 days.
Depending on how you interact with our consent banner, the tag adjusts whether marketing cookies are used as usual (based on your consent) or conversions are attributed solely via ping information (without personal reference and without affecting your device).
If you do not provide consent, only ping-based information without personal reference and without intervention on your device is sent to Google. This ping information functions without cookies and may contain information such as timestamp and referrer URL. No personally identifiable information is stored. Additionally, the ping information allows the website operator to compare opt-in and opt-out rates. Using this information, conversions from users who declined the cookie banner are then modeled.
Google Ads Remarketing
This website uses the functions of Google Ads Remarketing. The provider is Google Ireland Limited (“Google”), Gordon House, Barrow Street, Dublin 4, Ireland.
With Google Ads Remarketing, we can assign persons who interact with our online offerings to specific target groups. For audience creation, we use, among other methods, the Customer Match feature of Google Ads Remarketing. If the respective customers are Google users and logged into their Google account, they are shown relevant advertisements within the Google network (e.g., on YouTube, Gmail, or in the search engine).
Furthermore, the advertising audiences created with Google Ads Remarketing can be linked across devices using Google’s cross-device features. In this way, interest-based, personalized ads that were adapted to you based on your previous usage and browsing behavior on one device (e.g., smartphone) can also be displayed on another of your devices (e.g., tablet or PC).
Audience creation using Customer Match
For audience creation, we use, among other methods, the Customer Match feature of Google Ads Remarketing. In this process, we transmit certain customer data (e.g., email addresses) from our customer lists to Google. The import is carried out in a pseudonymized form using the secure SHA256 hash algorithm. Customer Match compares these pseudonymized email lists with Google’s own database of registered Google users. If the respective customers are Google users and logged into their Google account, they are shown relevant advertisements within the Google network (e.g., on YouTube, Gmail, or in the search engine).
In addition, Google can use the uploaded pseudonymous user lists to identify similar customers with comparable interests for us. After the creation of Customer Match lists, the encrypted customer data is automatically deleted by Google. Google provides information on handling uploaded data files at the following link: https://support.google.com/google-ads/answer/6334160?sjid=8885968457536723958-EU.
If you have a Google account, you can opt out of personalized advertising at the following link: https://www.google.com/settings/ads/onweb/.
The use of this service is based on your consent according to Art. 6(1)(a) GDPR and § 25(1) TDDDG. Consent can be revoked at any time for the future.
Further information and Google’s privacy policies can be found in Google’s privacy statement at: https://policies.google.com/technologies/ads?hl=de.
Google Conversion Tracking
This website uses Google Conversion Tracking. The provider is Google Ireland Limited (“Google”), Gordon House, Barrow Street, Dublin 4, Ireland.
With the help of Google Conversion Tracking, Google and we can determine whether a user has completed specific actions. For example, we can analyze which buttons on our website are clicked most frequently and which products are viewed or purchased most often. This information is used to create conversion statistics. We learn the total number of users who clicked on our ads and what actions they performed. We do not receive information that allows us to personally identify the users. Google itself uses cookies or similar recognition technologies for identification.
The use of this service is based on your consent according to Art. 6(1)(a) GDPR and § 25(1) TDDDG. Consent can be revoked at any time for the future.
More information on Google Conversion Tracking can be found in Google’s privacy policies: https://policies.google.com/privacy?hl=de
Bing Ads
This website uses Bing Ads. The provider is Microsoft Corporation (One Microsoft Way, Redmond, WA 98052-6399, hereinafter “Microsoft”).
Microsoft stores a cookie on the user’s computer to enable an analysis of the use of our online services. Microsoft and we can thus determine that someone clicked on an ad, was redirected to our online offering, and reached a previously defined target page. Within the Google Tag Manager, we also use Microsoft Ads Enhanced Conversions. Both functions require that the user reached our website via a Microsoft Bing Ads advertisement.
For Microsoft Ads Enhanced Conversions, the secure one-way hash algorithm SHA256 is applied to your email address and phone number collected by us before being sent to Microsoft. The hashed data is then matched with registered Microsoft accounts. Microsoft processes the data to understand which ad you clicked on, to measure its success, and to provide us with this information in aggregated form. This allows us to track leads and measure the success of ads. Microsoft stores the data for a period of 90 days. We only receive the total number of users who clicked on a Bing ad and were subsequently redirected to the target page (conversions). No IP addresses are stored. Due to the marketing tools used, your browser automatically establishes a direct connection with Microsoft’s server. We have no influence over the scope or further processing of the data collected through the use of Bing Ads.
The use of this service is based on your consent according to Art. 6(1)(a) GDPR and § 25(1) TDDDG. Consent can be revoked at any time for the future.
Further information on privacy at Microsoft can be found here: https://privacy.microsoft.com/de-de/privacystatement.
LinkedIn Insight Tag
This website uses the LinkedIn Insight Tag. The provider of this service is LinkedIn Ireland Unlimited Company, Wilton Plaza, Wilton Place, Dublin 2, Ireland.
With the help of the LinkedIn Insight Tag, we receive information about visitors to our website. If a website visitor is registered with LinkedIn, we can, among other things, analyze professional information (e.g., career level, company size, country, location, industry, and job title) of our website visitors and tailor our site to the respective target groups. Furthermore, the LinkedIn Insight Tag allows us to measure whether visitors perform a purchase or other action on our websites (conversion tracking). Conversion tracking can also occur across devices (e.g., from PC to tablet). The LinkedIn Insight Tag also provides a retargeting function, which allows us to show targeted advertising to website visitors outside our website, with LinkedIn stating that the advertiser cannot identify the individual user.
LinkedIn also collects so-called log files (URL, referrer URL, IP address, device and browser characteristics, and access time). IP addresses are shortened or, if used to reach LinkedIn members across devices, hashed (pseudonymized). Direct identifiers of LinkedIn members are deleted by LinkedIn after seven days. The remaining pseudonymized data is then deleted within 180 days.
The data collected by LinkedIn cannot be assigned to individual persons by us as the website operator. LinkedIn will store the collected personal data of website visitors on its servers in the USA and use it for its own advertising purposes. Details can be found in LinkedIn’s privacy policy: https://www.linkedin.com/legal/privacy-policy#choices-oblig.
If consent has been obtained, the use of the above-mentioned service is based exclusively on Art. 6(1)(a) GDPR and § 25 TDDDG. Consent can be revoked at any time for the future. If no consent has been obtained, the service is used on the basis of Art. 6(1)(f) GDPR, as the website operator has a legitimate interest in effective advertising measures, including social media.
The data transfer to LinkedIn is based on the Standard Contractual Clauses of the European Commission. Details can be found here: https://www.linkedin.com/legal/l/dpa and https://www.linkedin.com/legal/l/eu-sccs.
You can object to LinkedIn’s analysis of user behavior and targeted advertising at the following link: https://www.linkedin.com/psettings/guest-controls/retargeting-opt-out.
Furthermore, LinkedIn members can manage the use of their personal data for advertising purposes in their account settings. To prevent LinkedIn from linking data collected on our website with your LinkedIn account, you must log out of your LinkedIn account before visiting our website.
THN – THE HOTELS NETWORK
This website uses the software of THE HOTELS NETWORK (THN) (https://www.thehotelsnetwork.com, Muntaner 262, 3º, 08021 Barcelona, Spain).
With the help of this software, we are able to analyze user behavior in an anonymized manner. This allows us to better understand how users interact with our website and, at the same time, offer them relevant user experiences. For this purpose, THN generates a backend hash on our behalf using the data of website users. The hash (a cryptic string of numbers and characters) is created solely from the data of the website visitor that is necessary for delivering the website: IP addresses, MAC addresses. This hash is irreversible, which means it cannot be assigned to any individual. However, it allows us to perform anonymous analyses and statistics regarding how and how often visitors use our website. Personal identification of users is not possible for us or our service provider. If a user is not identified again as a visitor of the website within a maximum of 2 years, their backend hash will be deleted.
The use of the THN service is based on Art. 6(1)(a) GDPR, which also applies if consent covers the storage of cookies or access to information on the user’s device (e.g., via device fingerprinting) under § 25 TDDDG. Consent can be revoked at any time for the future.
The following THN services are used on our website to provide relevant user experiences:
- Personalized Campaigns
Based on the backend hash described above in combination with the information provided in our booking forms, we can offer our users, for example, relevant price advantages and discount promotions.
- Price Comparison
If users request a price comparison via the price comparison function by email, they will receive the comparison at the desired email address. The sender domain of this email is THN as our data processor. THN stores the email addresses in encrypted form in order to provide them to us upon request.