Privacy & Cookie Policy

We respect your right to privacy and adhere to the highest data protection standards. 

In this privacy policy, we explain in detail how we collect, use and disclose your personal data, and what choices you have with respect to your personal data.

Please read this document carefully. If you have any questions about our data protection practices, please contact us. 


In this section, you can find general information about Webretailer, its owner, and this privacy policy.

1.1 About the Privacy Policy. This Privacy and Cookie Policy (the “Privacy Policy”) governs the processing of personal data collected from individual users (“you” and “your”) through the website and the related services (collectively, “Webretailer”).

1.2 Data controller and data processor. Webretailer is owned, operated, and offered by Adventrum Sweden AB with a registered business address at KARLAVÄGEN 86, 115 22 STOCKHOLM (“we”, “us”, or “our”). We act in the capacity of a data controller with regard to the personal data collected through Webretailer. 

1.3 Your consent. Before you submit any personal data through Webretailer, you are encouraged to read this Privacy Policy that is always available on to understand what legal basis (other than your consent) we rely on when handling your personal data. In some cases, if required by the applicable law, we may seek to obtain your informed consent for the processing of your personal data. For example, we may seek your prior consent if: (i) we intend to collect other types of personal data that are not mentioned in this Privacy Policy; (ii) we would like to use your personal data for other purposes that are not specified in this Privacy Policy; or (iii) we would like to transfer your personal data to third parties that are not listed in this Privacy Policy. 

1.4 Children. Webretailer is not intended for use by children (i.e., persons who are minors in their country of residence). Therefore, we do not knowingly collect minors’ personal data.


When you visit Webretailer, we collect a minimal amount of personal data that is used for specified and limited purposes. In this section, we explain what types of personal data we collect from you, for what purposes we use that data, and on what legal bases we rely when processing your personal data. 

2.1 Purposes of personal data. We use your personal data for limited, specified, and legitimate purposes explicitly mentioned in this Privacy Policy. In short, we will only use it for the purposes of enabling you to use Webretailer, providing you with the requested services, maintaining and improving Webretailer, conducting analytics, and replying to your inquiries. We do not repurpose your personal data. It means that we do not use it for any purposes that are different from the purposes for which your personal data was provided. 

2.3 Types and purposes of your personal data. The list below provides a detailed description of the types of personal data that we collect from you, the purposes for which we use it, and the legal bases on which we rely when processing your personal data.

  • Email inquiries: When you contact us by email, we collect your name, email address, and any other information that you decide to provide in your message. We use such data to respond to your inquiries and provide you with the requested information. The legal bases on which we rely are ‘pursuing our legitimate business interests’ (i.e., to grow and promote our business) and ‘your consent’ (for optional personal data). 
  • Comments: When you post a comment under a blog post available on Webretailer, we collect your name, email address, and any other information that you decide to provide in your comment. We use such personal data to feature your comments, ensure compliance with our legal terms and applicable laws, prevent abuse and scams, and ensure the security of Webretailer. The legal bases on which we rely are ‘pursuing our legitimate business interests’ (i.e., to protect our business) and ‘your consent’ (for optional personal data).
  • Cookies: When you browse Webretailer, we collect your cookie-related data. For more information about the purposes for which we use cookies, please refer to Section 3 of the Privacy Policy. The legal bases on which we rely are ‘pursuing our legitimate business interests’ (i.e., to analyze and promote our business) and ‘your consent’.   

2.4 Sensitive data. We do not collect or use any special categories of personal data (“sensitive data”) from you, unless you decide, at your own discretion, to provide such data to us. Sensitive data is information that relates to your health, religious and political beliefs, racial origins, membership in a professional or trade association, or sexual orientation.

2.5 Refusal to provide personal data. If you refuse to provide us with your personal data when we ask to, we may not be able to perform the requested operation and you may not be able to use the full functionality of Webretailer, receive our services, or get our response. Please contact us immediately if you think that any personal data that we collect is excessive. 


3.1 General information about cookies. A cookie is a small piece of data, typically consisting of letters and numbers. When you visit a website, the website may send a cookie to your browser. Subsequently, the browser may store the cookie on your computer or mobile device for a certain period of time. Cookies are designed to allow the recognition of your device and the collection of certain information about your use of a website. Thus, over time, cookies allow websites to “remember” your actions and preferences. There are several types of cookies, namely, (i) persistent cookies, which remain valid until deleted by you, (ii) cookies that remain valid until their expiration date, and (iii) session cookies that are stored on a web browser and remain valid until the moment the browser is closed. Cookies may also be (i) first-party cookies (set by the website itself) and (ii) third-party cookies (placed by third-party websites).

3.2 Cookies that we use. We use different types of cookies, including: 

  • Technical (strictly necessary) cookies that are essential to ensure the correct functioning of Webretailer, and to provide the services requested by you; 
  • Marketing cookies that allow us to create, implement, and examine our marketing campaigns. Such cookies allow us to reach the right customers, analyze the productivity of our marketing campaigns, and offer you personalized advertisements. and
  • Statistics cookies that allow us to generate statistical reports about how you use Webretailer.

Below, you can find a list of cookies that we use on Webretailer, including their purpose and expiration time:

Statistics cookies
_ga First-party HTTP cookieWebretailer(Sweden)2 yearsThe cookie is used to set a unique ID that is used to generate statistical data on how you use Webretailer.
_gat First-party HTTP cookieWebretailer(Sweden)1 dayThe cookie is used by Google Analytics to throttle the request rates.
_gid First-party HTTP cookieWebretailer(Sweden)1 dayThe cookie is used to set a unique ID that is used to generate statistical data on how you use Webretailer.
Marketing cookies
_fbp First-party HTTP cookieWebretailer(Sweden)3 monthsThe cookie is used by Facebook to deliver a series of advertisements from third-party advertisers. 
ads/ga-audiencesThird-party pixel United States)End of sessionThe cookie is used by Google Adwords to re-engage visitors that are likely to convert to customers based on their online behavior. 
frThird-party HTTP United States)3 monthsThe cookie is used by Facebook to deliver advertising products like real-time bidding from third-party advertisers. 
google_experiment_mod#First-party HTML cookieWebretailer(Sweden)PersistentThe cookie is used by Google Adsense for experimenting with advertisement efficiency across websites using their services.
IDEThird-party HTTP United States)1 yearThe cookie is used by Google DoubleClick to register and report your actions after viewing or clicking one advertisement with the purpose of measuring the efficacy of the advertising and delivering you targeted advertising.
test_cookieThird-party HTTP United States)1 dayThe cookie is used to check if your browser supports cookies.
pagead/1p-user-list/#Third-party pixel United States)End of sessionUnclassified
goog_pem_modFirst-party HTML cookieWebretailer(Sweden)PersistentUnclassified
phastResourcesCache#resourcesFirst-party cookieWebretailer(Sweden)PersistentUnclassified

3.3 Cookie consent. When you visit Webretailer for the first time, we may ask you to provide us with your consent to our use of cookies via a cookie consent banner (e.g., if you are based in the EU). If you do not provide your consent, we will not serve you our marketing cookies. Please note that we may not be able to provide you with the best possible user experience if not all cookies are enabled. 

3.4 Disabling cookies. When we ask you to provide your consent to our use of marketing cookies, you have the freedom not to provide such consent. If you would like to refuse our use of non-essential cookies, you can do it at any time by declining cookies in your browser or device. For more information, you can consult the cookie management instructions of your browser:

3.5 Google Analytics. To analyze your use of Webretailer, we use Google Analytics, the business analytics service provided by Google Inc. located in the United States (“Google”). Google generates statistical information by means of cookies and creates reports about your use of Webretailer. The cookies served by Google Analytics are anonymous first-party cookies that do not allow us to identify you in any manner. The information generated by cookies will be transmitted to and stored by Google on servers in the United States. To ensure your privacy, your IP address will be anonymized and Google will not combine your IP address with other information Google holds about you. Thus, Google will not be able to identify you. In certain cases (e.g., when required by law or when third parties conduct services on behalf of Google), Google may transfer the information to third parties. For more information about Google Analytics’ privacy practices, please visit If you would like to opt-out of Google Analytics, you can do so by installing a Google Analytics opt-out browser add-on available at

3.6 Interest-based advertising. You may encounter targeted interest-based advertising based on your use of Webretailer and other websites on the Internet. Such an advertisement is served by the advertising network “Google Adsense”. You can control how such advertising is shown to you or opt out from targeted advertising by consulting the guide powered by the Digital Advertising Alliance, available at For more information on opting-out from advertising features on your device, please visit


When you use Webretailer, we receive some technical data for analytics purposes. In this section, we inform you what non-personal data we collect from you and for what purposes we use that data. 

4.1 Log files and analytics data. In order to analyze your use of Webretailer, we collect and use third-party analytics services (e.g., Google Analytics) to automatically collect certain technical non-personal data (log files and analytics data) about your use of Webretailer. Such data does not allow us to identify you in any manner. The non-personal data collected by us and third-party analytics providers includes the following information: 

  • Your activity on Webretailer; 
  • The IP address in an anonymized form; 
  • Browser type; 
  • An Internet service provider; 
  • Referring/exit pages; 
  • Date/time stamps; 
  • Country;
  • Device number;
  • Device screen information; and
  • Preferred language.

4.2 Your feedback: If you contact us, we may keep records of any questions, complaints, recommendations, or compliments made by you and the response, if any. Where possible, we will de-identify your personal data (i.e., we will remove all personal data that is not necessary for keeping such records). 

4.3 Purposes of non-personal data: We will use non-personal data for the following purposes:

  • To analyze what kinds of users use Webretailer;
  • To examine the relevance, popularity, and engagement rate of Webretailer; 
  • To investigate and help prevent security issues and abuse; 
  • To develop and provide additional features to Webretailer; and
  • To personalize Webretailer for your specific needs.

4.4 Aggregated and de-identified data: In the event that your non-personal data is combined with certain elements of your personal data in a way that allows us to identify you, we will handle such aggregated data as personal data. If your personal data is aggregated or de-identified in a way that it can no longer be associated with an identified or identifiable natural person, it will not be considered personal data and we may use it for any business purpose.


We store your personal data for the time period it is necessary for its purposes. In this section, we specify the retention periods for your personal and non-personal data stored in our systems. 

5.1 Retention of personal data. We will store your personal data in our systems only as long as such personal data is required for the purposes described in this Privacy Policy or you request us to delete your personal data, whichever comes first. After your personal data is no longer necessary for its purposes and there is no other legal basis for storing it, we will immediately securely delete your personal data from our systems.

5.2 Retention of non-personal data. We retain non-personal data pertaining to you for as long as necessary for the purposes described in this Privacy Policy. This may include storing non-personal data for the period of time needed for us to pursue legitimate business interests, conduct audits, comply with (and demonstrate compliance with) legal obligations, resolve disputes and enforce our agreements.

5.3 Retention as required by law. In instances where we are obliged by law to store your personal data for a certain period of time (e.g., for business records purposes), we will store your personal data for the time period stipulated by the applicable law and delete the personal data as soon as the required retention period expires.


We cooperate with external service providers and share some personal data with them. In this section, you can find information about third parties that have access to your personal data and the instances when we make data transfers.

6.1 Disclosure to data processors. If necessary, we will disclose your personal data to the service providers with whom we cooperate (our data processors). For example, we may share your personal and non-personal data with entities that provide certain technical support services to us, such as hosting and email services. We do not sell your personal data to third parties. The disclosure is limited to the situations when such data is required for the following purposes:

  • Ensuring the proper operation of Webretailer;
  • Ensuring the delivery of the services requested by you;
  • Providing you with the requested information;
  • Pursuing our legitimate business interests;
  • Enforcing our rights, preventing fraud, and security purposes;
  • Carrying out our contractual obligations;
  • Law enforcement purposes; or 
  • If you provide your prior consent to such disclosure. 

6.2 List of data processors. The data processors that we choose agree to ensure an adequate level of protection of personal data that is consistent with this Privacy Policy and the applicable data protection laws. The data processors that will have access to your personal data are: 

  • Our hosting and cloud storage service provider AWS ( located in the United States;
  • Our email service provider Google ( located in the United States;
  • Our analytics service provider, Google Analytics ( is located in the United States; and
  • Our advertising network, Google Adsense (, is located in the United States.

6.3 Disclosure of non-personal data. Your non-personal data may be disclosed to third parties for any purpose. For example, we may share it with prospects or partners for business or research purposes, for improving Webretailer, responding to lawful requests from public authorities, or developing new products and services. 

6.4 Legal requests. If requested by a public authority, we will disclose information about the users of Webretailer to the extent necessary for pursuing a public interest objective, such as national security or law enforcement.

6.5 Successors. In case our business is sold partly or fully, we will provide your personal data to a purchaser or successor entity and request the successor to handle your personal data in line with this Privacy Policy.


Your personal data may be transferred outside the country where you reside. In this section, we explain when we transfer personal data abroad and what safeguards we implement to ensure that your personal is properly protected.

Some of our data processors listed in section 6 of this Privacy Policy are located outside the country in which you reside. For example, if you reside in the European Economic Area (EEA), we may need to transfer your personal data to jurisdictions outside the EEA. In case it is necessary to make such a transfer, we will make sure that the jurisdiction in which the recipient third party is located guarantees an adequate level of protection for your personal data or we conclude an agreement with the respective third party that ensures such protection (e.g., a data processing agreement based pre-approved standard contractual clauses).


We strive to ensure that your personal data is kept safe and secure. In this section, we inform you about our measures that help us to protect your personal data.

8.1 Security measures. We implement organizational and technical information security measures to protect your personal data from loss, misuse, unauthorized access, and disclosure. The security measures taken by us include secured networks, SSL protocol, strong passwords, limited access to your personal data by our staff, and anonymization of personal data (when possible). In order to ensure the security of your personal data, you are requested to use Webretailer only through a secure network. 

8.2 Security breaches. Although we put our best efforts to protect your personal data, given the nature of communications and information processing technology and the Internet, we cannot be liable for any unlawful destruction, loss, use, copying, modification, leakage, and falsification of your personal data caused by circumstances that are beyond our reasonable control. In case a serious breach occurs, we will take reasonable measures to mitigate the breach, as required by the applicable law. Our liability for any security breach will be limited to the highest extent permitted by the applicable law. 


You have the right to control how we process your personal data. Below, we list the rights that you can exercise with regard to your personal data and explain how you can exercise those rights.  

9.1 The list of your rights. Subject to any exemptions provided by law, you may ask us to:

  • Get a copy of your personal data that we store;
  • Get a list of purposes for which your personal data is processed;
  • Rectify inaccurate personal data;
  • Move your personal data to another processor;
  • Delete your personal data from our systems;
  • Object and restrict processing of your personal data;
  • Withdraw your consent, if you have provided one; or
  • Process your complaint regarding your personal data.

9.2 How to exercise your rights? If you would like to exercise any of your rights listed in section 9.1, please contact us by email at [email protected] and explain in detail your request. In order to verify the legitimacy of your request, we may ask you to provide us with an identifying piece of information, so that we would be able to identify you in our system. We will answer your request within a reasonable time frame but no later than 2 weeks.

9.3 Complaints. If you would like to launch a complaint about the way in which we handle your personal data, we kindly ask you to contact us first and express your concerns. After you contact us, we will investigate your complaint and provide you with our response as soon as possible. If you are not satisfied with the outcome of your complaint, you have the right to lodge a complaint with your local data protection authority.


The Privacy Policy does not cover any third-party websites, applications, software, products, or services that are linked to Webretailer or integrated with Webretailer. For example, when you browse Webretailer, we may automatically open a browser tab with a third-party website (e.g., GoDaddy) or place affiliate links to third-party websites. Your use of such third-party websites is subject to the privacy policies of those websites. We do not have any control over how third parties process your personal data collected through their websites. For more information on the privacy practices of such third parties, please read carefully their respective privacy policies before submitting any personal data to them.


This Privacy Policy may be changed or terminated at any time. In this section, we explain for how long this document is valid and how you will be informed about any changes. 

10.1 Term and termination. This Privacy Policy enters into force on the effective date indicated at the top of the Privacy Policy and remains valid until terminated or updated by us.

10.2 Amendments. The Privacy Policy may be changed from time to time to address changes in laws, regulations, and industry standards. We encourage you to review our Privacy Policy to stay informed. For significant material changes in the Privacy Policy or, where required by the applicable law, we may seek your consent.


Any inquiries about the Privacy Policy and our data protection practices should be addressed to us by using the following contact details:

Email: [email protected]

Postal address for communication: 
Adventrum AB

Mediavine Programmatic Advertising (Ver 1.1)

The Website works with Mediavine to manage third-party interest-based advertising appearing on the Website. Mediavine serves content and advertisements when you visit the Website, which may use first and third-party cookies. A cookie is a small text file which is sent to your computer or mobile device (referred to in this policy as a “device”) by the web server so that a website can remember some information about your browsing activity on the Website.

First party cookies are created by the website that you are visiting. A third-party cookie is frequently used in behavioral advertising and analytics and is created by a domain other than the website you are visiting. Third-party cookies, tags, pixels, beacons and other similar technologies (collectively, “Tags”) may be placed on the Website to monitor interaction with advertising content and to target and optimize advertising. Each internet browser has functionality so that you can block both first and third-party cookies and clear your browser’s cache. The “help” feature of the menu bar on most browsers will tell you how to stop accepting new cookies, how to receive notification of new cookies, how to disable existing cookies and how to clear your browser’s cache. For more information about cookies and how to disable them, you can consult the information at All About Cookies.

Without cookies you may not be able to take full advantage of the Website content and features. Please note that rejecting cookies does not mean that you will no longer see ads when you visit our Site. In the event you opt-out, you will still see non-personalized advertisements on the Website.

The Website collects the following data using a cookie when serving personalized ads:

  • IP Address
  • Operating System type
  • Operating System version
  • Device Type
  • Language of the website
  • Web browser type
  • Email (in hashed form)

Mediavine Partners (companies listed below with whom Mediavine shares data) may also use this data to link to other end user information the partner has independently collected to deliver targeted advertisements. Mediavine Partners may also separately collect data about end users from other sources, such as advertising IDs or pixels, and link that data to data collected from Mediavine publishers in order to provide interest-based advertising across your online experience, including devices, browsers and apps. This data includes usage data, cookie information, device information, information about interactions between users and advertisements and websites, geolocation data, traffic data, and information about a visitor’s referral source to a particular website. Mediavine Partners may also create unique IDs to create audience segments, which are used to provide targeted advertising.

If you would like more information about this practice and to know your choices to opt-in or opt-out of this data collection, please visit National Advertising Initiative opt out page. You may also visit Digital Advertising Alliance website and Network Advertising Initiative website to learn more information about interest-based advertising. You may download the AppChoices app at Digital Advertising Alliance’s AppChoices app to opt out in connection with mobile apps, or use the platform controls on your mobile device to opt out.

For specific information about Mediavine Partners, the data each collects and their data collection and privacy policies, please visit Mediavine Partners.