Automatically collected information on websites such as IP address, device type, browser type, Cookies, and other tracking technologies for data analysis, audits, security and fraud monitoring and prevention; activities, events and promotions; for developing new goods and services, enhancing, improving or modifying our Services and the Merchant Offerings, identifying usage trends, determining the effectiveness of our and the Merchant's promotional campaigns and operating and expanding our and the Merchant's business activities Service Providers and the Merchant.