Various companies use different forms of data collection and storage, with varying cookie durations and types of data collected. Some companies rely on legitimate interest for data processing, while others require consent. The data collected includes IP addresses, device characteristics, browsing and interaction data, and privacy choices. Some companies do not use cookies and instead use other forms of storage for data processing. Overall, the companies mentioned have different approaches to data collection and storage for targeted advertising purposes on platforms like TikTok and Microsoft Advertising.