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Adabra
Adabra is an Italian e-commerce personalisation and marketing automation platform that uses JavaScript tags, first party cookies and behavioural signals to deliver tailored product recommendations and customer journeys.
What does Adabra do?
What is Adabra
Adabra is an Italian e-commerce personalisation and marketing automation platform that combines a Customer Data Platform, product recommendation engine, and multichannel campaign manager. Deployed via a JavaScript tag on the site, it tracks page views, product interactions, and conversions, then triggers personalised on site widgets, email, and SMS based on segments and behaviour.
Cookies and data collected
Adabra sets first party cookies including adabra_uid (twelve months) and adabra_session (session) to track visitors and link sessions across pages. It collects IP address, browsing events, cart content, and order data; once a visitor logs in or submits a form, browsing data is linked to identifying information.
Legal basis under the GDPR
For the behavioural tracking and personalisation cookies, the legal basis is consent under Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy. For order processing, contract performance (Art. 6(1)(b)) applies. Marketing emails and SMS need explicit consent under Italian Decreto Legislativo 196/2003 and ePrivacy Art. 13.
International data transfers
Adabra hosts its production data in the EU (Italy). Some sub processors (CDN, transactional email providers) may be outside the EEA, covered by Standard Contractual Clauses. Inform users in your privacy notice and document the sub processor list.
Practical compliance steps
Sign a DPA with Adabra, gate the tag behind a CMP, document each cookie and purpose, ensure marketing channels have their own consent, configure data retention in line with Italian and EU rules, and review segmentation logic to avoid sensitive inferences.
Alternatives
European personalisation alternatives include Nosto (Finland), Frosmo (Finland), Squidex (Germany), and Salesforce Personalization with EU residency. Open source options such as Apache Unomi exist for advanced teams.
Adabra and the GDPR
Adabra 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 for behavioural personalisation and marketing (GDPR Art. 6(1)(a) and ePrivacy Art. 5(3))
- Risk level
- medium
- Applicable regulations
- GDPR, ePrivacy Directive, Italian Personal Data Protection Code
Impact assessment (DPIA)
A DPIA is recommended when Adabra is integrated at scale to combine browsing behaviour, transactional data and identity, because it enables systematic profiling within the meaning of Art. 35(3)(b) GDPR.
Sample text for your banner
We use Adabra to personalise product recommendations and marketing campaigns. With your consent, Adabra may set cookies, track your behaviour, and combine it with your account data.
What Adabra sets and contacts
- Tracking method
- JavaScript tag with first party cookies, behavioural tracking, product recommendation engine and email automation
- Server location
- European Union (Italy)
Cookies set (4)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| adabra_uid | first_party | 12 months | Pseudonymous visitor identifier for personalisation |
| adabra_session | first_party | Session | Session identifier for behavioural tracking |
| adabra_seg | first_party | 6 months | Stores audience segment membership for personalisation |
| adabra_mid | first_party | 12 months | Maps the visitor to a known email contact for journey continuity |
Third-party domains contacted (3)
adabra.comcdn.adabra.comcollect.adabra.com
Frequently asked questions about Adabra
Can't find your question? Write to us, we answer fast.
What cookies does Adabra set?
First party cookies adabra_uid (twelve months), adabra_session (session), adabra_seg (six months), and adabra_mid (twelve months).
Is consent required for Adabra?
Yes for behavioural personalisation and marketing cookies. Order processing relies on contract.
What is the legal basis for Adabra?
Consent for cookies, personalisation and marketing. Contract for order related processing. Consent for marketing emails and SMS.
Does Adabra transfer data outside the EU?
Primarily no. Production data stays in Italy. Some sub processors may be outside the EEA under SCCs.
Do I need a DPIA for Adabra?
Yes when integrating Adabra at scale for behavioural profiling combined with transactional data.
How do I implement Adabra compliantly?
Sign a DPA, gate the tag behind a CMP, document cookies, configure retention, and obtain marketing consent per channel.
Are there alternatives?
Nosto, Frosmo, Squidex, Salesforce Personalization with EU residency, Apache Unomi.
How do I update my cookie policy for Adabra?
List the adabra_ cookies, the adabra.com domains, durations, and link to the Adabra privacy policy.
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