Leo G. Alonso

Privacy Policy

Preamble

With the following Privacy Policy, we would like to inform you about the types of personal data (hereinafter also referred to briefly as "data") that we process, for what purposes, and to what extent. This Privacy Policy applies to all processing of personal data carried out by us, both in the context of providing our services and, in particular, on our websites, in mobile applications, and within external online presences such as our social media profiles (hereinafter collectively referred to as the "Online Service").

The terms used are not gender-specific.

Last updated: September 24, 2026

Table of Contents

Controller

Eva Gutierrez Alonso
Werner-Voss-Damm 18
12101 Berlin
Germany

Email address: contact@lgalonso.com

Key Legal Bases

Key legal bases under the GDPR: The following provides an overview of the legal bases under the GDPR on which we process personal data. Please note that, in addition to the provisions of the GDPR, national data protection regulations may apply in your or our country of residence or establishment. If more specific legal bases apply in individual cases, we will inform you of these in this Privacy Policy.

  • Consent (Art. 6(1)(a) GDPR) - The data subject has given consent to the processing of personal data concerning them for one or more specific purposes.
  • Performance of a contract and pre-contractual inquiries (Art. 6(1)(b) GDPR) - Processing is necessary for the performance of a contract to which the data subject is party or in order to take steps at the request of the data subject prior to entering into a contract.
  • Legal obligation (Art. 6(1)(c) GDPR) - Processing is necessary for compliance with a legal obligation to which the controller is subject.
  • Legitimate interests (Art. 6(1)(f) GDPR) - Processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, provided that such interests are not overridden by the interests or fundamental rights and freedoms of the data subject that require the protection of personal data.

National data protection regulations in Germany: In addition to the data protection provisions of the GDPR, national data protection regulations apply in Germany. These include, in particular, the Federal Data Protection Act (Bundesdatenschutzgesetz – BDSG). The BDSG contains, among other things, specific provisions concerning the right of access, the right to erasure, the right to object, the processing of special categories of personal data, processing for other purposes, data transfers, and automated decision-making in individual cases, including profiling. In addition, state data protection laws of the individual federal states may apply.

Notice regarding the applicability of the GDPR and the Swiss FADP: This Privacy Policy is intended to provide information both under the Swiss Federal Act on Data Protection (FADP) and under the General Data Protection Regulation (GDPR). For this reason, please note that, due to the broader geographical application and for the sake of comprehensibility, the terminology of the GDPR is used. In particular, instead of the terminology used in the Swiss FADP, GDPR terminology such as "processing" of "personal data", "legitimate interest", and "special categories of data" is used. However, where the Swiss FADP applies, the legal meaning of the terms continues to be determined in accordance with the Swiss FADP.

Applicability of data protection regulations in the country of establishment: In the country in which the controller is established, national data protection regulations apply in addition to the General Data Protection Regulation (GDPR).

Overview of Processing Activities

The following overview summarizes the types of data processed and the purposes of their processing and refers to the categories of data subjects concerned.

Types of Data Processed

  • Inventory data.
  • Employee data.
  • Contact data.
  • Content data.
  • Usage data.
  • Meta, communication and procedural data.
  • Log data.

Categories of Data Subjects

  • Service recipients and clients.
  • Employees.
  • Communication partners.
  • Users.
  • Third parties.
  • Whistleblowers.

Purposes of Processing

  • Communication.
  • Security measures.
  • Audience measurement.
  • Tracking.
  • Audience targeting.
  • Organizational and administrative procedures.
  • Feedback.
  • Marketing.
  • Provision of our Online Service and user-friendliness.
  • Information technology infrastructure.
  • Whistleblower protection.
  • Public relations.

Security Measures

In accordance with legal requirements and taking into account the state of the art, implementation costs, and the nature, scope, circumstances and purposes of processing, as well as the varying likelihood and severity of risks to the rights and freedoms of natural persons, we take appropriate technical and organizational measures to ensure a level of security appropriate to the risk.

The measures include, in particular, safeguarding the confidentiality, integrity and availability of data by controlling physical and electronic access to the data, as well as access, input, disclosure, availability and separation of the data. Furthermore, we have established procedures to ensure the exercise of data subject rights, the deletion of data and responses to risks to data. We also take the protection of personal data into account when developing or selecting hardware, software and procedures, in accordance with the principles of data protection by design and by default.

Securing online connections using TLS/SSL encryption technology (HTTPS): To protect user data transmitted through our online services against unauthorized access, we use TLS/SSL encryption technology. Secure Sockets Layer (SSL) and Transport Layer Security (TLS) are fundamental technologies for secure data transmission on the Internet. These technologies encrypt information transmitted between the website or app and the user's browser (or between two servers), thereby protecting the data against unauthorized access. TLS, as the more advanced and secure version of SSL, helps ensure that data transmissions meet high security standards. When a website is secured by an SSL/TLS certificate, this is indicated by HTTPS in the URL. This serves as an indication to users that their data is transmitted securely and in encrypted form.

Transmission of Personal Data

As part of our processing of personal data, it may occur that such data is transmitted to or disclosed to other bodies, companies, legally independent organizational units or persons. Recipients of such data may include, for example, service providers entrusted with IT tasks or providers of services and content integrated into a website. In such cases, we comply with legal requirements and, in particular, conclude appropriate contracts or agreements with the recipients of your data that serve to protect your data.

International Data Transfers

Data processing in third countries: If we transfer data to a third country (i.e. outside the European Union (EU) or the European Economic Area (EEA)), or if this occurs in the context of using third-party services or disclosing or transferring data to other persons, bodies or companies (which can be identified from the postal address of the respective provider or where this Privacy Policy expressly refers to a transfer to third countries), this is always carried out in accordance with the applicable legal requirements.

For data transfers to the United States, we primarily rely on the Data Privacy Framework (DPF), which was recognized as a secure legal framework by an adequacy decision of the European Commission dated July 10, 2023. In addition, we have entered into Standard Contractual Clauses with the respective providers that comply with the requirements of the European Commission and establish contractual obligations to protect your data.

This dual safeguard provides comprehensive protection for your data: the DPF forms the primary level of protection, while the Standard Contractual Clauses serve as an additional safeguard. Should there be changes to the DPF framework, the Standard Contractual Clauses act as a reliable fallback. In this way, we aim to ensure that your data remains appropriately protected even in the event of political or legal changes.

For each service provider, we inform you whether it is certified under the DPF and whether Standard Contractual Clauses are in place. Further information about the DPF and a list of certified organizations can be found on the website of the U.S. Department of Commerce at https://www.dataprivacyframework.gov/ (in English).

For data transfers to other third countries, corresponding safeguards apply, in particular Standard Contractual Clauses, explicit consent, or transfers required by law. Information on third-country transfers and applicable adequacy decisions can be found in the information provided by the European Commission: https://commission.europa.eu/law/law-topic/data-protection/international-dimension-data-protection_en?prefLang=de.

General Information on Data Storage and Deletion

We delete personal data that we process in accordance with legal requirements as soon as the underlying consent is withdrawn or there is no longer another legal basis for processing. This applies where the original purpose of processing no longer exists or the data is no longer required. Exceptions apply where legal obligations or particular interests require longer retention or archiving of the data.

In particular, data that must be retained for commercial or tax-law reasons, or whose storage is necessary for legal enforcement or to protect the rights of other natural or legal persons, must be archived accordingly.

Our privacy notices contain additional information on the retention and deletion of data that applies specifically to particular processing activities.

Where multiple retention periods or deletion deadlines are specified for the same data, the longest period applies. Data that is no longer retained for its original purpose but must be kept because of legal requirements or other reasons is processed exclusively for the purposes that justify its retention.

Start of a retention period at the end of the year: If a period does not expressly begin on a specific date and is at least one year long, it automatically starts at the end of the calendar year in which the event triggering the period occurred. In the case of ongoing contractual relationships in which data is stored, the triggering event is the effective date of termination or other ending of the legal relationship.

Rights of Data Subjects

Rights of data subjects under the GDPR: As a data subject, you have various rights under the GDPR, in particular those arising from Articles 15 to 21 GDPR:

  • Right to object: You have the right, on grounds relating to your particular situation, to object at any time to processing of personal data concerning you that is based on Art. 6(1)(e) or (f) GDPR; this also applies to profiling based on those provisions. Where personal data concerning you is processed for direct marketing purposes, you have the right to object at any time to the processing of personal data concerning you for such marketing, including profiling to the extent that it is related to such direct marketing.
  • Right to withdraw consent: You have the right to withdraw consent previously given at any time.
  • Right of access: You have the right to obtain confirmation as to whether personal data concerning you is being processed and, in accordance with legal requirements, to obtain access to that data as well as additional information and a copy of the data.
  • Right to rectification: In accordance with legal requirements, you have the right to request completion of incomplete data concerning you or correction of inaccurate data concerning you.
  • Right to erasure and restriction of processing: In accordance with legal requirements, you have the right to request that personal data concerning you be erased without undue delay or, alternatively, that processing of the data be restricted.
  • Right to data portability: You have the right to receive personal data concerning you that you have provided to us, in accordance with legal requirements, in a structured, commonly used and machine-readable format, or to request that it be transmitted to another controller.
  • Right to lodge a complaint with a supervisory authority: Without prejudice to any other administrative or judicial remedy, you have the right to lodge a complaint with a data protection supervisory authority if you believe that the processing of your personal data infringes the GDPR. In particular, the complaint may be lodged with a supervisory authority in the Member State of your habitual residence, your place of work, or the place of the alleged infringement.

Provision of the Online Service and Web Hosting

We process user data in order to provide our online services. For this purpose, we process the user's IP address, which is necessary to transmit the content and functions of our online services to the user's browser or device.

  • Types of data processed: Usage data (e.g. page views and time spent, click paths, intensity and frequency of use, device types and operating systems used, interactions with content and functions); meta, communication and procedural data (e.g. IP addresses, timestamps, identification numbers, persons involved); log data (e.g. log files concerning logins, retrieval of data, or access times).
  • Data subjects: Users (e.g. website visitors, users of online services).
  • Purposes of processing and legitimate interests: Provision of our Online Service and user-friendliness; information technology infrastructure (operation and provision of information systems and technical equipment such as computers and servers); security measures.
  • Retention and deletion: Deletion in accordance with the information in the section "General Information on Data Storage and Deletion".
  • Legal basis: Legitimate interests (Art. 6(1)(f) GDPR).

Further information on processing activities, procedures and services:

  • Provision of the Online Service using rented storage space: For the provision of our Online Service, we use storage space, computing capacity and software that we rent or otherwise obtain from a server provider (also referred to as a "web host"); Legal basis: Legitimate interests (Art. 6(1)(f) GDPR).
  • Collection of access data and log files: Access to our Online Service is logged in the form of so-called "server log files". Server log files may include the address and name of the accessed web pages and files, date and time of access, amount of data transferred, notification of successful retrieval, browser type and version, the user's operating system, referrer URL (the previously visited page), and, as a rule, IP addresses and the requesting provider. Server log files may be used for security purposes, for example to prevent server overload (particularly in the case of abusive attacks such as DDoS attacks), and to ensure server utilization and stability; Legal basis: Legitimate interests (Art. 6(1)(f) GDPR). Deletion of data: Log file information is stored for a maximum of 30 days and is then deleted or anonymized. Data whose further retention is required for evidentiary purposes is excluded from deletion until the relevant incident has been conclusively clarified.

Use of Cookies

The term "cookies" refers to functions that store information on users' devices or access information stored on those devices. Cookies may be used for different purposes, for example to ensure the functionality, security and convenience of online services or to analyze visitor traffic. We use cookies and comparable technologies only insofar as they are required for the operation, functionality or security of our Online Service, or as described in the sections concerning the specific third-party services used on this Website.

Storage duration: With regard to storage duration, the following types of cookies are distinguished:

  • Temporary cookies (also session cookies): Temporary cookies are deleted at the latest after a user leaves an Online Service and closes their device or browser/application.
  • Persistent cookies: Persistent cookies remain stored even after the device is closed. For example, a login status may be stored and preferred content may be displayed directly when a user revisits a website. Data collected using cookies may also be used for audience measurement. Unless we provide users with explicit information about the type and storage duration of cookies, users should assume that they are persistent and may be stored for up to two years.

General information on objection and opt-out: Users can object to processing in accordance with applicable legal requirements and can also use the privacy settings of their browser to restrict or prevent the storage of cookies.

Contact and Inquiry Management

When you contact us (e.g. by post, contact form, email, telephone or via social media), as well as in the context of existing user and business relationships, the information provided by the person making the inquiry is processed insofar as this is necessary to respond to the contact request and any requested measures.

  • Types of data processed: Contact data (e.g. postal and email addresses or telephone numbers); content data (e.g. textual or visual messages and contributions as well as related information, such as authorship information or time of creation); meta, communication and procedural data (e.g. IP addresses, timestamps, identification numbers, persons involved).
  • Data subjects: Communication partners.
  • Purposes of processing and legitimate interests: Communication; organizational and administrative procedures; feedback (e.g. collecting feedback via an online form); provision of our Online Service and user-friendliness.
  • Retention and deletion: Deletion in accordance with the information in the section "General Information on Data Storage and Deletion".
  • Legal bases: Legitimate interests (Art. 6(1)(f) GDPR); performance of a contract and pre-contractual inquiries (Art. 6(1)(b) GDPR).

Further information on processing activities, procedures and services:

  • Contact form: When you contact us via our contact form, by email, or through other communication channels, we process the personal data submitted to us in order to respond to and handle the respective request. This generally includes information such as name, contact details and, where applicable, additional information provided to us that is necessary for appropriately handling the request. We use this data exclusively for the stated purpose of contact and communication; Legal bases: Performance of a contract and pre-contractual inquiries (Art. 6(1)(b) GDPR), legitimate interests (Art. 6(1)(f) GDPR).

Presence on Social Networks (Social Media)

We maintain online presences within social networks and, in this context, process user data in order to communicate with users active there or to provide information about us.

Please note that user data may be processed outside the European Union. This may entail risks for users, for example because it may make it more difficult to enforce users' rights.

Furthermore, user data within social networks is generally processed for market research and advertising purposes. For example, user profiles may be created based on usage behavior and the resulting interests of users. These profiles may in turn be used, for example, to display advertisements within and outside the networks that are presumed to correspond to users' interests. As a rule, cookies are therefore stored on users' devices in which usage behavior and interests are recorded. Information may also be stored in user profiles independently of the devices used by the users, particularly if the users are members of the relevant platforms and are logged in there.

For a detailed description of the respective forms of processing and the options for objection (opt-out), please refer to the privacy policies and information provided by the operators of the respective networks.

In the case of requests for information and the exercise of data subject rights, we also point out that these can be asserted most effectively with the providers themselves. Only the providers have access to the relevant user data and can directly take appropriate measures and provide information. If you nevertheless require assistance, you can contact us.

  • Types of data processed: Contact data (e.g. postal and email addresses or telephone numbers); content data (e.g. textual or visual messages and contributions and related information, such as authorship information or time of creation); usage data (e.g. page views and time spent, click paths, intensity and frequency of use, device types and operating systems used, interactions with content and functions).
  • Data subjects: Users (e.g. website visitors, users of online services).
  • Purposes of processing and legitimate interests: Communication; feedback (e.g. collecting feedback via an online form); public relations.
  • Retention and deletion: Deletion in accordance with the information in the section "General Information on Data Storage and Deletion".
  • Legal basis: Legitimate interests (Art. 6(1)(f) GDPR).

Further information on processing activities, procedures and services:

  • YouTube: Social network and video platform; Service provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; Legal basis: Legitimate interests (Art. 6(1)(f) GDPR); Privacy Policy: https://business.safety.google/privacy/; Basis for third-country transfers: Data Privacy Framework (DPF). Opt-out: https://myadcenter.google.com/.

Plug-ins, Embedded Functions and Content

We integrate functional and content elements into our Online Service that are obtained from the servers of their respective providers (hereinafter referred to as "third-party providers"). These may include, for example, graphics, videos or maps (hereinafter collectively referred to as "content").

Embedding such content always requires the third-party providers to process users' IP addresses, since without the IP address they would not be able to send the content to the users' browsers. The IP address is therefore necessary for displaying such content or functions. We endeavor to use only content whose respective providers use the IP address solely for the purpose of delivering the content. Third-party providers may also use so-called pixel tags (invisible graphics, also referred to as "web beacons") for statistical or marketing purposes. Pixel tags can be used to evaluate information such as visitor traffic on the pages of this Website. Pseudonymous information may also be stored in cookies on users' devices and may contain, among other things, technical information about the browser and operating system, referring websites, the time of the visit, and other information about the use of our Online Service; such information may also be combined with information from other sources.

Information on legal bases: User data is processed on the basis of our legitimate interests, i.e. our interest in efficient, economical and user-friendly services. In this context, we also refer you to the information on the use of cookies in this Privacy Policy.

  • Types of data processed: Usage data (e.g. page views and time spent, click paths, intensity and frequency of use, device types and operating systems used, interactions with content and functions); meta, communication and procedural data (e.g. IP addresses, timestamps, identification numbers, persons involved).
  • Data subjects: Users (e.g. website visitors, users of online services).
  • Purposes of processing and legitimate interests: Provision of our Online Service and user-friendliness; audience measurement (e.g. access statistics, identification of returning visitors); tracking (e.g. interest- or behavior-based profiling, use of cookies); audience targeting; marketing.
  • Retention and deletion: Deletion in accordance with the information in the section "General Information on Data Storage and Deletion". Cookies may be stored for up to two years unless otherwise specified.
  • Legal basis: Legitimate interests (Art. 6(1)(f) GDPR).

Further information on processing activities, procedures and services:

  • YouTube videos: Video content; Service provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; Legal basis: Legitimate interests (Art. 6(1)(f) GDPR); Website: https://www.youtube.com; Privacy Policy: https://business.safety.google/privacy/; Basis for third-country transfers: Data Privacy Framework (DPF). Opt-out: Opt-out plug-in: https://tools.google.com/dlpage/gaoptout?hl=de, ad personalization settings: https://myadcenter.google.com/personalizationoff.
  • Vimeo: This Website embeds videos provided by Vimeo.com, Inc. ("Vimeo"). Vimeo videos embedded on this Website may be loaded and begin playing automatically when a page containing a video is opened. This means that a connection to Vimeo's servers may be established without any additional action or confirmation by the user. In this process, technical information such as the user's IP address, browser and device information, and information about the page being viewed may be transmitted to Vimeo. The Vimeo player on this Website is configured with the Do Not Track parameter (dnt=1). According to Vimeo, this setting prevents the player from collecting session data and analytics and reduces the setting of Vimeo cookies. However, certain cookies that Vimeo considers necessary for the secure operation of the player may still be set. Likewise, Vimeo cookies already stored in the user's browser may be transmitted to Vimeo when Vimeo content is requested. Vimeo may also process personal data outside the European Economic Area, in particular in the United States. Further information about Vimeo's processing of personal data can be found in Vimeo's Privacy Policy.
  • Cloudinary: This Website uses Cloudinary to store, optimize and deliver images and other media files. The provider is Cloudinary Ltd. and its affiliated companies ("Cloudinary"). When media provided through Cloudinary is retrieved, the user's browser connects to Cloudinary's infrastructure and/or to the content delivery networks used by Cloudinary. In this process, technical information such as the user's IP address, browser and device information, the requested media file, the date and time of the request, and other request or log information may be processed. We use Cloudinary to provide media content efficiently, reliably and securely and to improve the technical performance of our Online Service. Processing is based on our legitimate interest in the efficient and secure provision of our Online Service pursuant to Art. 6(1)(f) GDPR. Cloudinary may also process personal data in countries outside the European Economic Area. Further information on the processing of personal data and international data transfers can be found in Cloudinary's Privacy Policy.
  • Sanity: This Website obtains editorial content (e.g. texts and project information) from the content management system Sanity. For this purpose, when the Website is accessed, the user's browser connects to Sanity's content API and/or content delivery network. In this process, technical information such as the user's IP address, browser and device information, the date and time of the request, and other request or log information may be processed. The provider is Sanity AS, Norway, and its affiliated companies (including in the United States). We use Sanity to provide and maintain the content of our Online Service efficiently and reliably. Processing is based on our legitimate interest in the efficient and secure provision of our Online Service pursuant to Art. 6(1)(f) GDPR. Sanity may also process personal data in countries outside the European Economic Area. Further information can be found in Sanity's Privacy Policy.

Changes and Updates

We ask you to regularly review the contents of this Privacy Policy. We will adapt the Privacy Policy whenever changes to the data processing activities carried out by us make this necessary. We will inform you whenever the changes require action on your part (e.g. consent) or another form of individual notification.

If we provide addresses and contact information of companies and organizations in this Privacy Policy, please note that addresses may change over time and we recommend checking the information before making contact.

Definitions

This section provides an overview of the terminology used in this Privacy Policy. Where terms are legally defined, their statutory definitions apply. The following explanations are primarily intended to aid understanding.

  • Employees: Employees are persons in an employment relationship, whether as staff members, salaried employees or in similar positions. An employment relationship is a legal relationship between an employer and an employee established by an employment contract or agreement. It includes the employer's obligation to pay remuneration while the employee provides work. The employment relationship covers different phases, including its establishment, performance and termination. Employee data includes all information relating to such persons in the context of their employment, including personal identification data, identification numbers, salary and bank data, working hours, leave entitlements, health data and performance assessments.
  • Inventory data: Inventory data includes essential information required for identifying and managing contractual partners, user accounts, profiles and similar assignments. This data may include personal and demographic information such as names, contact information (addresses, telephone numbers, email addresses), dates of birth and specific identifiers (user IDs). Inventory data provides the basis for formal interactions between individuals and services, institutions or systems by enabling clear assignment and communication.
  • Content data: Content data includes information generated in the course of creating, editing and publishing content of all kinds. This category may include text, images, videos, audio files and other multimedia content published on different platforms and media. Content data is not limited to the content itself but may also include metadata describing the content, such as tags, descriptions, author information and publication dates.
  • Contact data: Contact data is information that enables communication with persons or organizations. It includes, among other things, telephone numbers, postal addresses and email addresses, as well as communication identifiers such as social media handles and instant-messaging identifiers.
  • Meta, communication and procedural data: Meta, communication and procedural data are categories of information describing how data is processed, transmitted and managed. Metadata, also known as data about data, includes information describing the context, origin and structure of other data. It may include file size, creation date, the author of a document and revision histories. Communication data records exchanges of information between users through different channels, such as email correspondence, call logs, social network messages and chat histories, including participants, timestamps and transmission channels. Procedural data describes processes and workflows within systems or organizations, including workflow documentation, transaction and activity logs, and audit logs used for traceability and review.
  • Usage data: Usage data is information describing how users interact with digital products, services or platforms. This data may include information showing how users use applications, which functions they prefer, how long they remain on particular pages and which paths they follow through an application. Usage data may also include frequency of use, activity timestamps, IP addresses, device information and location data. It can be used to analyze user behavior, optimize user experiences, personalize content and improve products or services. Usage data may also help identify trends, preferences and potential areas for improvement within digital services.
  • Personal data: "Personal data" means any information relating to an identified or identifiable natural person (hereinafter referred to as the "data subject"). An identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, identification number, location data, an online identifier (e.g. a cookie) or one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that person.
  • Log data: Log data is information about events or activities recorded within a system or network. This data typically includes information such as timestamps, IP addresses, user actions, error messages and other details concerning the use or operation of a system. Log data is often used to analyze system problems, monitor security or create performance reports.
  • Audience measurement: Audience measurement (also referred to as web analytics) is used to evaluate visitor traffic to an Online Service and may include the behavior or interests of visitors in relation to particular information, such as website content. Audience analysis can, for example, help operators determine when users visit their websites and which content they are interested in, allowing website content to be better adapted to visitors' needs.
  • Tracking: "Tracking" refers to the ability to trace user behavior across multiple online services. As a rule, behavioral and interest information relating to the online services used is stored in cookies or on the servers of tracking technology providers (so-called profiling). This information may subsequently be used, for example, to show users advertisements that are expected to correspond to their interests.
  • Controller: The "controller" is the natural or legal person, public authority, agency or other body that, alone or jointly with others, determines the purposes and means of processing personal data.
  • Processing: "Processing" means any operation or set of operations performed on personal data, whether or not by automated means. The term is broad and includes practically any handling of data, such as collecting, evaluating, storing, transmitting or deleting it.
  • Audience targeting: Audience targeting (often referred to as "Custom Audiences") means defining target groups for advertising purposes, for example for displaying advertisements. A user's interest in certain products or topics online may be used to infer that the user may be interested in advertisements for similar products or for the online shop in which the products were viewed. "Lookalike Audiences" or similar audiences refer to content being shown to users whose profiles or interests are considered similar to those of users whose profiles were used as a reference. Cookies and web beacons are generally used to create Custom Audiences and Lookalike Audiences.

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