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plista is one of the leading content and advertising platforms for online and mobile formats. The special feature is that you as a user, through your reading and surfing behavior, have an influence on which ads and recommendations you receive. Here you can learn how it works and how you can deactivate this feature.

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The plista principle - “You may also be interested in'

Have you ever felt glad to see the right advertising at the right time? plista would like to offer you this 'exactly what I was looking for' effect. Based on your individual surfing behavior plista provides you with personalized recommendations for editorial content and ads on thousands of websites across our partner network (so-called interest-based advertising). This gives you access to high-quality services, exciting content and a wide range of applications and products. plista compares the usage behavior (e.g. clicks and visits) of distinctive website visitors and users of mobile applications (hereinafter referred to as 'users') in order to find similarities and equal interests among them. The plista recommendation technology analyzes this information and makes sure that users get the content recommendations and ads, which are particularly relevant for them or that correspond to their interests.

How does interest-based advertising with plista work?

In order to provide users with relevant content recommendations and advertisements based on their interests, it is necessary to (a) distinguish between individual users and (b) store their interests. Interests are recorded in the form of clicks, i.e. surfing behavior, transferred to the plista server and stored there. This only happens on websites and mobile applications that belong to the plista partner network, i.e. any site using plista products. When a user visits a website on which plista products are used, for the first time, plista installs a targeting cookie in the browser of this user, which contains a randomly assigned identifier (long number combination, so-called cookie ID). A cookie is passive and therefore, can neither contain viruses or Trojans nor cause damage to other programs on the computer. For mobile apps, we use the advertising ID of the device as identifier provided to us by the respective publisher. Subsequently, plista collects information on the user´s usage behavior across websites and mobile applications within the plista partner network and analyzes it to deliver relevant article recommendations and advertisements to that user.

What user data does plista process?

plista collects information about how users use digital properties (so-called usage data) across all websites and mobile applications of the plista partner network. The usage data collected by plista includes in particular information about the devices used as well as information about website visits and user clicks. In order to distinguish between different users, the usage data is combined with the cookie ID or advertising ID. If a user calls a website or mobile application that uses plista products, plista can collect information about the user´s browser choice (e.g. Firefox or Internet Explorer), operating system (e.g. Macintosh or Windows) and Internet provider, and whether the user reacts to an ad. If the user uses a mobile device, plista can also collect information about the device type, model, design, operating system as well as information about used applications. The user profiles never contain names, postal addresses, telephone numbers, email addresses and similar data on users, nor are they linked to this information. This means that it is impossible for plista to identify natural persons. For fraud detection purposes as well as to display country- or region-specific advertising (geotargeting) we can process user IP addresses. In such instances, the IP addresses are only stored in cases of suspicious activity such as traffic generated by botnets or solely in a truncated or hash format, which does not allow a user’s complete IP address to be identified.

Where and how long does plista store website visitor data?

All data on website visitors from the EU, the European Economic Area and Switzerland is stored on our servers hosted in Germany. The plista targeting cookie is stored for one year and is automatically deleted once it expires. All data stored on website visitors are deleted or anonymized no later than one year after it was collected. Anonymized data can only be used for statistical purposes.

Does plista pass on user data to third parties?

We can share user data (particularly the Cookie ID we have assigned) with select third parties and service providers in order to display certain types of advertising. These particularly include AppNexus (to display programmatic advertising) and Criteo (for retargeting campaigns). We have entered into privacy and data protection agreements with these third parties and service providers, each of which ensures a level of data protection that is similar to that of plista itself. In certain cases plista may be obliged by law to pass on user data to third parties, e.g. in case of suspicion of a criminal offence or abuse of plista's website. plista is then obliged to pass on data to the law enforcement authorities.

You no longer want to profit from interest-based advertising?

No problem. You decide whether plista should take your preferences and interests into account in order to enable a more pleasant use of the Internet tailored to your needs. If you no longer wish to benefit from interest-based advertising, simply use the opt-out button further down on this page. When you click on the 'Opt-Out' button, an opt-out cookie is set in your browser and the plista targeting cookie is deleted. As long as the opt-out cookie is set, plista will not install a new targeting cookie in your browser nor collect or evaluate further usage data from you. Alternatively, you can use the preference management system of http://www.youronlinechoices.com and deactivate interest-based advertising from numerous providers (including plista). Users of mobile applications can deactivate 'ad tracking' in their device's data protection settings.

Please note:

If you use several devices or browsers, you must opt-out on each one separately. In order for plista to recognize you as a user who has decided to opt-out, you must allow cookies to be set in your browser. If you have not explicitly deactivated this, it is usually already the case. If you delete all the cookies in your browser, you must also repeat the opt-out process. Opting out does not prevent advertisements or popups altogether, but only the delivery of interest-based ads from plista. Content recommendations and ads will therefore still be displayed. Only the targeting, i.e. the matching of recommendations and ads to your personal interests, will be omitted if you deactivate your cookie via opt-out.

Voluntary Self-regulation

plista is a member of the European Interactive Digital Advertising Alliance (EDAA) and has voluntarily submitted to the self-regulation principles of IAB Europe on interest-based advertising (EU Framework for Online Behavioural Advertising). For more information, please visit:

When the IAB Europe’s Transparency & Consent Framework is finalized, we plan to participate in such framework as a “global vendor”.

Set Opt out

Please note that the plista opt-out function goes hand in hand with the opt-out function of our sister company, Xaxis Inc. Therefore, after a successful opt-out, you will be redirected to a confirmation page from Xaxis.