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1. Introduction

Sportradar AG (Feldlistrasse 2, CH-9000 St. Gallen, Switzerland, VAT identification number CHE-113.910.142 MWST) (“Sportradar“, “our“, “we” or “us“) is an international company that prides itself on deriving value out of sports data and content for a whole host of organisations and businesses such as national and international sports federations, betting operators, and media companies. Sportradar also partners with publishers and advertisers across the globe to serve interesting content products and advertising to their end users based on their interests. If you wish to know more, please see our full Privacy Notice.

Should you have any questions regarding the processing of your personal data or should you wish to exercise your rights under the applicable privacy and data protection legislation, please submit your request via this form or contact our Data Protection Officer by using the contact details provided below:

Mr. Stefano Celardo
Sportradar GmbH
Donau-City-Strasse 1, floor 16
1220 Vienna

2. What personal data we collect and Why

We use online identifiers such as UUIDs, IP address and other usage information so that we can serve interesting content products and recommendations. Sportradar processes your personal data to provide you with the most relevant ads based on your interests. These ads will link a publisher’s website/app to an advertiser’s website/app. We catalog and analyze the content you consume across websites and/or applications of one of our Sportradar ad:s partners where Sportradar´s or our technology partners´ tags, pixels, other similar technology or content products (widgets) (“Sportradar Technology“) are installed (“Partner Sites“). The Partner Sites belong to online publishers and partners who want to recommend relevant content to their readers or advertisers who want readers to view their content. Our recommendations are based on: (i) your browsing history; (ii) similar browsing patterns of other users; (iii) recommendations that are generally popular with Sportradar’s audience at this time; and (iv) targeting requirements that may be provided or requested by advertisers.

If you would like to know more about the Sportradar ad:s solution, please click here:

• Unique User Identifier (UUID)

When as a user you first visit a Partner Site, Sportradar drops a cookie on your device in order to generate an UUID. As an example, Sportradar may know that UUID 123 (which could be you on your mobile device on Partner Site using Safari as your browser) likes to read sports news about Darts and that people who like to read about Darts will most probably also be interested in sports news about Beach Volleyball.

The UUID is a sequence of numbers and/or letters. This UUID attaches itself to your device and varies depending on which browser you use. In other words, Sportradar records a different UUID depending on which device and/or which browser you use when accessing the Partner Sites. For example, this means that you will have one UUID when you visit a Partner Site from your mobile phone using the browser Safari, and a different UUID when you visit a Partner Site from your iPad using the browser Safari. Sportradar will combine and consolidate a UUID from a mobile device (phone or tablet) from a browser that then accesses an application (or vice versa) from that same device.

Assigning an UUID allows Sportradar to associate the page views and clicks on Sportradar’s delivered ads from such UUID – all with the goal of providing interesting recommendations.

Apart from UUID, we also collect the following information from you:

• the internet protocol (IP) address of the device you are using,
• cookie ID and other online user identifier(s),
• your device type (e.g. iPhone), your browser type (e.g. Chrome), your operating system (e.g. iOS), your screen resolution,
• the language your browser is set to and/or used for our interactive features and respective contents on our Partner Sites,
• the date and time of access of our Partner Sites,
• your mouse movements, clicks and location,
• referring URLs and other information normally transmitted in HTTP requests (e.g. this information tells us
• where you arrived on our Partner Sites from),
• location data (country and region),
• information on how you use our Partner Sites (e.g. the web pages visited by you on our Partner Sites) and
• how you interact with our interactive features and respective contents on our Partner Sites.

The above information provides us with insights about how many users have visited a specific page on our Partner Sites on which the Sportradar Technology is present, how long each user stayed on that page, the type of content on that page they clicked on and how they generally engaged with that page. This information is only personal data when it is associated with a UUID.

Please see our Cookie Notice under “Third-Party Users” for a detailed list of cookies we use when you interact with Partner Sites where the Sportradar Technology is implemented.

If, for example, you load a webpage containing recommendations, the advertisers sponsoring the recommendations may place cookies on your device through redirects prior to arriving on the destination page of the recommendations or upon reaching the destination page. In such cases you will be subject to the advertisers’ privacy policies.

Sportradar advertisers implement the Sportradar pixel on their websites. Sportradar determines whether the user reaching the page where the pixel is installed has a Sportradar UUID. Sportradar further implements cookie sync with advertisers in order to be able to run retargeting advertising campaigns.

Data points such as page views and clicks that are connected to a particular UUID are retained for 18 months. For example, if UUID 123 views a particular webpage on 31 December, 2017, on 1 September 2019 that information (i.e. the webpage view event) will no longer be part of UUID 123’s profile.

Also please note that Sportradar does not collect sensitive personal data. The definition of sensitive personal data varies from country to country. Sportradar considers sensitive personal data to be any information about you that reveals your racial or ethnic origin, political opinions, religious or philosophical beliefs and trade union membership in addition to data concerning your health, genetic and biometric information and sex life or sexual orientation.

3. How we may share information

Sportradar does not share user segments with any third parties. However, we may share the UUID and other usage information with certain partners for the purpose of cookie syncing, or based on technical requirements.

Recipients of Personal Data (Controllers)

Advertising partners we currently work (or will shortly be working) with are:

• Google LLC

Service: Google Ad Manager is an advertising service provided by Google LLC that allows us to run advertising campaigns in conjunction with external advertising networks. In order to get more information about Google’s use of data, please read How Google uses data when you use our partners’ sites or apps or consult Google’s privacy policy.

Personal Data Processed: Online identifiers such as cookies and web beacons (including IP address).

Location: 1600 Amphitheatre Parkway, Mountain View, CA 94043 USA

• The Rubicon Project Inc.

Service: The Rubicon Project is a real-time advertising technology platform provider which facilitates transactions between publishers and buyers and ad serving. In order to get more information about Rubicon’s use of data, please consult Rubicon Project Advertising Technology Privacy Policy. Should you wish to opt out of the use of information about the websites you visit in order to deliver targeted advertising to you, you can do so using the opt-out tool on the Rubicon Project’ website, at

Personal Data Processed: Online identifiers such as cookie and device related identifiers.

Location: 12181 Bluff Creek Drive, Playa Vista, CA 90094 USA

Categories of Recipients of Personal Data (Controllers)

• Supply Side Platforms (SSPs) for the purpose of cookie syncing

Description: SSPs are advertising technology platforms used by publishers to manage, sell and optimize their available inventory on their websites and mobile apps in order to display advertising to their users. Your personal data is shared with SSPs due to the process called cookie syncing or user matching. To identify users, which are interested in our advertisers´ ads, Sportradar ad:s demand-side platform (ad:s DSP) synchronizes your unique cookie ID with SSPs´ unique cookie IDs. This is because web servers, as a standard security process, can only request cookies that are set to their own domain and without cookie syncing Sportradar would not be able to serve ads based on users´ interests.

Personal Data Processed: cookie ID, IP address, Device ID

Location: Worldwide

4. Exercise your choice with regard to the collection and use of your personal data

Sportradar is a member of the European Interactive Digital Advertising Alliance (“EDAA”) and adheres to the Interactive Advertising Bureau (IAB) Europe EU Framework for Online Behavioural Advertising.

If you would like to know more about the online behavioural advertising or how to file a consumer feedback or complaint, please visit:

If you would like to exercise your choice with regard to the collection and use of the data for online behavioural advertising or to the transfer of such data to third parties, please visit:

Alternatively, you may directly opt out of Sportradar´s use of the data for online behavioural advertising at any time by clicking here:

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