> How to use Adabra on a European e-commerce site in compliance with GDPR. Cookies, consent obligations, EU hosting and best practices. > > Canonical: https://www.flowconsent.com/en/services/advertising/adabra Advertising # Adabra Marketing · [Official website](https://www.adabra.com) 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. [Block Adabra 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 4 - Third-party domains 3 - Servers European Union (Italy) Overview ## 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. Compliance ## 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. Cookies and trackers ## 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.com` - `cdn.adabra.com` - `collect.adabra.com` Questions ## Frequently asked questions about Adabra Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### 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. Same category ## More services: Advertising [See the whole category](https://www.flowconsent.com/en/services/advertising) ### [DTScout](https://www.flowconsent.com/en/services/advertising/dtscout) [DTScout 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. DTScout enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. 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