Privacy policy

  • R2B2 a.s. , ID: 079 65 362, with its registered seat at Velflíkova 1429/6, Dejvice, 160 00 Praha 6 , Czech Republic (hereafter referred to as “R2B2”) provides online advertising services through a digital advertising technology platform (hereafter referred to as “Services”). The platform provides tools that allow publishers of websites and mobile applications to offer and sell their advertising space.

  • The Services provided by R2B2 also include additional tools and features such as advertising effectiveness measurements, fraud prevention, and malware detection.

  • This Privacy Policy outlines R2B2’s practices and policies regarding the use and processing of data while providing Services. It is important to note that R2B2’s clients and third-party partners retain ownership of their own data, and R2B2’s rights to use such data are limited solely to the purpose of delivering Services on behalf of these third parties.

  • To ensure online privacy, R2B2 complies with the generally applicable legislation, especially the European Union General Data Protection Regulation (GDPR), and adheres to the standards set forth by the Internet Advertising Bureau (IAB).

Type of Information

When we use the term “Information,” we are referring to data that is generated through our Services, as well as data that our clients and partners obtain from other sources and utilize within our Services. The specific details regarding the use of this Information are described further below. R2B2 processes the Information on behalf of its clients, and when doing so, R2B2 follows the instructions provided by its clients. R2B2 is obligated to adhere to these instructions while processing such data.

In order to operate the Services, the following may be used and collected.

  • Cookie ID: In order to link each single interaction to an individual device, R2B2 generates a unique device ID for each new device that interacts with any form of advertisement or website tracking. The unique device ID is stored locally as a cookie in the user’s browser. The cookie, by default, expires 6 months after the last interaction. The device ID either is generated as a truly random number or, in some cases, is combined with an ID generated by static and dynamic variables from the browser and device configuration.
  • Mobile Advertising ID: The mobile advertising ID is the technical ID in mobile application environments, such as on smartphone operating systems like Android and Apple IOS, that is under the full control of the user and owner of that device and that can be reset by the user.
  • Partner IDs: R2B2 is connected to many partners such as Adform, Equativ, Rubicon, Criteo, Xandr, Ströer, ConnectAd, and others. As part of this cooperation, pseudonymous IDs are exchanged between the cooperating partners during the

provision of Services. These IDs are strictly pseudonymous on both sides. ID synchronization is indispensable for the provision of the Services.

R2B2 also gathers and retains specific Information for our clients, which pertains to the interactions between users and advertisements as well as digital properties such as websites or mobile applications. The following types of data are collected.

  • User Browser Information: This includes details about the type of browser used by the user as well as its settings.
  • Device Operating System Information: Information regarding the operating system of the device used by the user is collected.

  • Cookie IDs and Other Device Identifiers: R2B2 collects and stores cookie IDs and other identifiers assigned to a device.

  • Internet Protocol Addresses: R2B2 records the IP addresses from which a device interacts with a client’s website or mobile application.

  • Approximate Geographic Location: R2B2 collects information about the approximate geographic location (country and region) of a device when it accesses a website or mobile application. This information is derived from truncated IP address information or truncated Global Positioning System (GPS) data.

R2B2 does not collect, use, or receive any data that directly identifies an individual, such as name, email address, address, phone number, or official identifier. Other categories of sensitive data are also prohibited from being collected, used, or transferred.

R2B2 may participate in the use of cookies, tagging scripts, mobile software development kits (SDKs), and pixels to collect Information specifying a browser or mobile device. Information related to the video content on television and IDs may be exchanged with partners in the course of participation.

Cookies are small text files stored in a web browser by a website or advertising server. By saving information in a cookie, websites and servers can remember preferences or recognize web browsers from one visit to another or from one website to another.

Pixels tagging scripts, and mobile SDKs are elements that allow communication between a website browser and a server. A tagging script is a small piece of website code that is run by the website browser. A mobile SDK is a piece of computer code that runs in mobile applications.

R2B2 may receive Information from our partners and clients through server-to-server connection or via secure file transfer.


R2B2 may participate in the use of cookies for various purposes. When we mention “cookies,” we are also referring to other identifiers such as mobile advertising identifiers. Cookies primarily allow our clients to target advertisements to users, assess the effectiveness of their advertisements, and view users’ opt-out preferences. For a comprehensive explanation of our cookies, please refer to our Cookies Policy.

The following are the purposes for which we utilize cookies.

  • The utilization of cookies enables our clients to differentiate and identify website browsers, as well as store information for advertising purposes, including targeted and customized advertising.
  • Cookies allow us to store data pertaining to advertisement delivery for reporting purposes, including the frequency at which an advertisement is displayed.
  • Additionally, cookies may be used to facilitate the synchronization of devices across various platforms.

As a service provider, R2B2 collaborates with partners and clients (referred to collectively as “partners”) in data processing activities. This collaboration includes partners whose websites or mobile applications we collect data from using the cookies mentioned earlier. A list of the partners with whom we currently cooperate can be obtained upon request.

Within the framework of cooperation, we and our partners have divided certain tasks and activities between ourselves. The division of responsibilities is as follows.

R2B2’s Role:
  • Technical Solution: R2B2 provides the partner with a technical solution such as a tag, pixel, or cookie, which the partner integrates into its offers. This solution enables the collection of data as described in more detail above.
  • Support: R2B2 offers support to the partner, particularly in handling inquiries from the individuals whose data is processed.
The Partner’s Responsibilities:
  • Consent and Transparency: The partner takes responsibility for obtaining consent and/or implementing transparency requirements when it comes to data processing. The partner shares this information with us to ensure effective communication regarding the scope and permissibility of the data processing. This includes informing individuals about our collaboration in the partner’s privacy policy.
Both Parties’ Responsibilities:
  • Data Security: Each party ensures the necessary data security measures are in place to protect the collected data.
  • Reporting and Notification: Both R2B2 and the partner fulfill their reporting and notification obligations individually. However, they will support and inform each other as necessary to fulfill these obligations.

It is important to note that this division of responsibilities ensures that both R2B2 and the partner work together to comply with data protection regulations and obligations.


Purpose of Using the Information

  • R2B2 utilizes the Information to provide Services to our clients, and these Services encompass various features that involve the use of Information. In particular, R2B2 may process the Information for the following advertising-related purposes.

  • Improving Online Advertising Experience and Efficiency: R2B2 uses the Information to enhance the online advertising experience by displaying advertisements in a specific sequence. This helps optimize the effectiveness and efficiency of advertising campaigns.

  • Analyzing and Reporting on Advertising Performance: The Information is used to analyze and generate reports on the performance of advertising campaigns. This includes assessing the impact of advertisements, determining which advertisements to display, and managing the frequency of advertisements shown to individual users.

  • Preventing Fraudulent Activities: R2B2 detects and prevents fraudulent activities such as the use of robots, malware, and suspicious activities. This helps ensure the integrity and authenticity of the advertising ecosystem.

  • Synchronization with Other Advertising Services: R2B2 may use cookie IDs and other IDs to synchronize its Service with other online advertising services. This synchronization enables clients to connect and integrate data from multiple advertising service providers. No other Information is used for this purpose.

  • Internal Research and Development: Within the stated purposes, the Information and IDs may be used for research and development purposes. This includes analyzing the usage patterns of Services, designing new features and functionality, and improving existing Services. It also involves developing and training computer algorithms that are integral to their services. 

Data Retention

The cookies R2B2 sets in browsers expire 6 months after the last interaction.

Mobile advertising IDs can be reset by the user; R2B2 does not have direct control over these IDs. As long as the mobile advertising ID remains unchanged by the device user and is not updated by the device itself, R2B2 will continue to see and associate the same mobile advertising ID with the corresponding device.

R2B2 does not keep any cookie-based Information longer than 6 months. In other words, any data related to user internet devices is deleted after a maximum of 6 months.

Legal Basis for Processing

If you are a visitor from the European Economic Area (EEA), the legal basis for collecting and processing the described Information will only be your consent, in accordance with Article 6, paragraph 1 of the GDPR.

R2B2 participates in the IAB Europe Transparency & Consent Framework.

  • We comply with the policies and specifications in the Transparency & Consent Framework.

For more details, please contact us at

Data Security and Protection

R2B2 implements security measures of high standards to protect all data collected, used, and processed by R2B2 on behalf of our clients. R2B2 adapts relevant security and safety practices at every step and employs modern security hardware and software from recognized world-leading manufacturers. We also ensure physical environment security by hosting our solutions and only storing data in Tier 3 or Tier 4 data centers. The data centers also fulfill ISO27001 on the management of information security.

Linking to Other Sites

R2B2 serves advertisements that may link to other websites. R2B2 is not responsible for the content or data collection practices of these third-party websites. To protect your privacy, please refer to the privacy policy of the websites you visit.

Data Protection Rights

If you want to access, correct, update, or delete your personal information, you can do so by emailing us at

If you are a resident of the European Union, you also have the right to object to the processing of your personal information, request restrictions on processing, or ask for the portability of your personal information. These rights can be exercised by sending an email to

If you have given consent to a website to use R2B2, you can withdraw your consent at any time on that same website. Please note that withdrawing your consent will not affect the lawfulness of any processing conducted before your withdrawal or processing based on other lawful grounds.

If you have concerns about the collection and use of your personal information, you have the right to file a complaint with a data protection authority. For further information, please reach out to your local data protection authority.

We are committed to responding to all requests from individuals exercising their data protection rights in accordance with relevant data protection laws.

If you are a California resident you may have the following rights: the right to information and access, right to deletion, right to non-discrimination when exercising your rights, and right to opt-out. These rights can be exercised as described in this privacy policy or by sending an email to

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