> How AcuityAds and illumin use advertising cookies, why consent is required under GDPR and ePrivacy, data transfers and how to deploy the tag compliantly. > > Canonical: https://www.flowconsent.com/en/services/advertising/acuityads Advertising # AcuityAds Marketing · [Official website](https://www.acuityads.com) AcuityAds, now illumin, is a programmatic advertising platform that uses cookies and pixels to build audience profiles and serve targeted and retargeted ads across the web. [Block AcuityAds until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=advertising) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Advertising](https://www.flowconsent.com/en/services/advertising) - Consent Marketing - Prior consent Required - Documented cookies 2 - Third-party domains 3 - Servers Canada and United States (AcuityAds / illumin) Overview ## What does AcuityAds do? ## **What AcuityAds is** AcuityAds, now branded illumin, is a programmatic advertising and demand side platform. It uses a JavaScript tag, cookies and pixels to recognise visitors, build audience segments and serve targeted and retargeted advertising across publisher websites. ## **What data and cookies it collects** It stores an advertising identifier and synchronises it with ad exchanges, collecting browsing signals, device data, approximate location and ad interaction events. This data feeds cross site profiling used to decide which ads to show. ## **GDPR and ePrivacy implications** Advertising cookies are never strictly necessary, so the ePrivacy Directive requires prior consent before the tag loads. The profiling and identifier sharing also constitute personal data processing under the GDPR, and the cross site nature raises the risk level. ## **Consent requirements** Load the AcuityAds tag only after the visitor gives freely given, specific, informed and unambiguous consent for advertising. The consent must be as easy to refuse as to accept, and withdrawing it should stop the tag from firing on future visits. ## **Data transfers and hosting** Processing takes place in Canada and the United States and involves multiple advertising partners. Canada benefits from an adequacy decision, but United States and other partner transfers need standard contractual clauses and a transfer impact assessment, documented in your records. ## **Practical compliance steps** Integrate AcuityAds with your consent platform and, where relevant, the IAB TCF so it only runs for the advertising purpose the visitor accepted. Disclose the partners, set retention limits, and keep your cookie policy and privacy notice describing the profiling and transfers. Compliance ## AcuityAds and the GDPR AcuityAds is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy. - Legal basis Consent (Art. 6(1)(a) GDPR) - Risk level high - Applicable regulations GDPR, ePrivacy Directive (Cookie Law), CCPA, IAB TCF ### Impact assessment (DPIA) Programmatic advertising builds behavioural profiles and shares identifiers with many partners, which is higher risk processing. A DPIA is recommended to map the data sharing, profiling logic, retention and the international transfers involved. ### Sample text for your banner > With your consent we use AcuityAds to show you relevant advertising. This sets advertising cookies and shares an identifier with ad partners; you can decline without losing access to the site. Cookies and trackers ## What AcuityAds sets and contacts - Tracking method Programmatic advertising tag with cookies, pixels and partner cookie sync - Server location Canada and United States (AcuityAds / illumin) - Data transferred outside the EU Processing occurs in Canada and the United States and involves many advertising partners. Canada benefits from an adequacy decision, while United States and other partner transfers require standard contractual clauses and a transfer impact assessment. ### Cookies set (2) | Name | Type | Duration | Purpose | | ------------- | ----------- | -------- | --------------------------------------------------------------------------------------------------------------------- | | u | Advertising | 1 year | Stores a unique advertising identifier used to build interest profiles and serve retargeted advertising across sites. | | acuity\_match | Advertising | 90 days | Used to synchronise the advertising identifier with partner ad exchanges for cross site targeting. | ### Third-party domains contacted (3) - `acuityplatform.com` - `acuityads.com` - `illumin.com` Questions ## Frequently asked questions about AcuityAds Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### What cookies does AcuityAds set? It sets advertising cookies holding a unique identifier used to build interest profiles and serve retargeted ads, plus cookies that synchronise that identifier with ad exchanges. These are non essential marketing cookies. ### Does AcuityAds require consent? Yes. Advertising cookies and cross site profiling always require prior, freely given consent before the tag loads. Without consent the tag should not run. ### What is the legal basis for AcuityAds? The legal basis is consent (Art. 6(1)(a) GDPR). Legitimate interest is not appropriate for cross site advertising profiling under the ePrivacy and GDPR framework. ### Does AcuityAds transfer data to the United States? Yes. Processing involves Canada and the United States and many partners. Canada has an adequacy decision, but United States transfers require standard contractual clauses and a transfer impact assessment. ### Do I need a DPIA for AcuityAds? Yes, usually. Large scale behavioural profiling and identifier sharing across partners is higher risk, so a DPIA should document the data flows, profiling, retention and transfers. ### How do I implement AcuityAds correctly? Connect it to your consent banner and the IAB TCF where used, block it before consent, disclose partners and set retention limits. Test that no advertising cookies appear until the visitor opts in. ### What are the alternatives to AcuityAds? Other programmatic platforms include The Trade Desk, Adform, StackAdapt and Criteo. For EU campaigns prefer partners with strong TCF support and clear transfer safeguards. ### How do I keep my cookie policy up to date with AcuityAds? List the AcuityAds advertising cookies and the partner sharing, and describe the profiling and international transfers. Review after any change to your ad partners or tag configuration. Same category ## More services: Advertising [See the whole category](https://www.flowconsent.com/en/services/advertising) ### [Q1Media](https://www.flowconsent.com/en/services/advertising/q1media) [Q1Media is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Q1Media provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Q1Media helps deliver the right message to the right audience at the right time.](https://www.flowconsent.com/en/services/advertising/q1media) [Marketing](https://www.flowconsent.com/en/services/advertising/q1media) · ### [Linkedin Ads](https://www.flowconsent.com/en/services/advertising/linkedin-ads) [Linkedin Ads is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Linkedin Ads provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Linkedin Ads helps deliver the right message to the right audience at the right time.](https://www.flowconsent.com/en/services/advertising/linkedin-ads) [Marketing](https://www.flowconsent.com/en/services/advertising/linkedin-ads) · ### [Keymailer](https://www.flowconsent.com/en/services/advertising/keymailer) [Keymailer is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Keymailer provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Keymailer helps deliver the right message to the right audience at the right time.](https://www.flowconsent.com/en/services/advertising/keymailer) [Marketing](https://www.flowconsent.com/en/services/advertising/keymailer) · ### [The Rave](https://www.flowconsent.com/en/services/advertising/the-rave) [The Rave is a foundational web service that powers critical website functions and digital experiences. It provides reliable infrastructure, seamless integration capabilities, and consistent performance across all devices and browsers. The Rave supports modern development practices and scales with growing business needs. With a focus on stability and compatibility, The Rave ensures your website delivers a smooth, uninterrupted experience to every visitor and search engine crawler.](https://www.flowconsent.com/en/services/advertising/the-rave) [Marketing](https://www.flowconsent.com/en/services/advertising/the-rave) · ### [Bing Ads](https://www.flowconsent.com/en/services/advertising/bing-ads) [Bing Ads is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Bing Ads supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, Bing Ads enables informed decisions that improve experience and drive results.](https://www.flowconsent.com/en/services/advertising/bing-ads) [Marketing](https://www.flowconsent.com/en/services/advertising/bing-ads) · ### [GetMoreStudents](https://www.flowconsent.com/en/services/advertising/getmorestudents) [GetMoreStudents is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. GetMoreStudents enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, GetMoreStudents empowers marketing teams to achieve measurable growth.](https://www.flowconsent.com/en/services/advertising/getmorestudents) [Marketing](https://www.flowconsent.com/en/services/advertising/getmorestudents) ## Make your site compliant today. Free up to 25,000 sessions a month. No credit card, no commitment. [Create my banner](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=general) · [Scan my site](https://www.flowconsent.com/en/scan)