Does your website use third-party services? Get GDPR compliant in minutes.
Try FlowConsentFree plan · 10-min setup
Adalyser is a UK-based TV analytics and attribution platform that measures the real-time impact of TV advertising on digital channels. It uses JavaScript tracking tags on websites to capture traffic spikes, conversions, and app activity following TV ad spots. Adalyser processes BARB and CARIA audience data for campaign optimisation. The tracking tags set cookies and monitor visitor behaviour, requiring consent under GDPR and ePrivacy. The UK benefits from an EU adequacy decision for data transfers.
Adalyser is a UK-based TV analytics and attribution platform that helps marketers measure the real-time impact of their TV advertising on digital channels. The platform detects when and where TV ads air, then tracks the resulting spikes in web traffic, app activity, and conversions. By attributing digital responses to specific TV spots, creatives, and time slots, Adalyser enables data-driven optimisation of media buying and campaign strategy. The platform integrates BARB and CARIA audience measurement data for comprehensive TV campaign analysis.
Adalyser uses lightweight JavaScript tracking tags embedded on advertiser websites to capture all web and app responses to TV campaigns. These tracking tags set cookies to identify visitors, measure session activity, track conversions, and attribute website behaviour to specific TV ad spots. The system collects data including page views, session duration, referral sources, conversion events, and timing information relative to TV broadcast schedules. This constitutes behavioural tracking of website visitors for advertising attribution purposes.
Adalyser''s tracking tags process personal data (IP addresses, browsing behaviour, conversion data) and set non-essential cookies, making them subject to both GDPR and the ePrivacy Directive. The tracking goes beyond what is strictly necessary for website functionality and constitutes behavioural monitoring for advertising purposes. Website operators must obtain valid consent before loading Adalyser tracking tags and must list Adalyser as a data processor in their privacy policy and cookie declaration.
Get GDPR compliant in 10 minutes
Free plan available · No credit card required
Adalyser is a UK company processing data in the United Kingdom. The EU has granted the UK an adequacy decision under GDPR Art. 45, meaning data transfers between the EU and UK are permitted without additional safeguards such as SCCs. Adalyser is also subject to UK GDPR and PECR (Privacy and Electronic Communications Regulations), providing a robust regulatory framework for data protection.
Consent is required before loading Adalyser tracking tags on your website. The tags set non-essential cookies and perform behavioural tracking for advertising attribution, which requires prior opt-in consent under Art. 5(3) of the ePrivacy Directive. Configure your CMP to block Adalyser scripts until the visitor has given consent, typically under the ''Statistics'' or ''Marketing'' cookie category.
Block Adalyser tracking scripts in your CMP until consent is obtained. List all Adalyser cookies in your cookie policy with purposes and durations. Mention Adalyser in your privacy policy as a data processor, including the UK data transfer and adequacy decision. Obtain a Data Processing Agreement from Adalyser. Consider a DPIA if combining Adalyser attribution data with other advertising or analytics datasets. Ensure your CMP categorises Adalyser under ''Marketing'' or ''Statistics'' cookies.
Websites using Adalyser must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is recommended for Adalyser deployments that process large-scale TV attribution data combined with website visitor behaviour, particularly if the tracking identifies individual viewing patterns or is combined with other advertising data sources for profiling purposes.
Sample consent text
We use Adalyser to measure the effectiveness of our TV advertising campaigns. Adalyser uses tracking tags and cookies on this website to attribute web traffic to specific TV ad spots. Data is processed in the United Kingdom under an EU adequacy decision. You can opt out of Adalyser tracking through your cookie preferences.
Third-party domains contacted
adalyser.comtrack.adalyser.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _adalyser_session | persistent | 30 days | Tracks visitor sessions and attributes web activity to specific TV ad spots for campaign measurement |
| _adalyser_id | persistent | 1 year | Unique visitor identifier for cross-session TV attribution and conversion tracking |
| _adalyser_session | session | Session | Adalyser session cookie for measuring session-level activity and conversions |
| _adalyser_uid | persistent | 1 year | Unique visitor identifier used for cross-session attribution, measuring repeat visits driven by TV advertising |
Adalyser places tracking cookies for advertising — comply with GDPR using FlowConsent.
Yes. Adalyser tracking tags set cookies on visitor devices to identify sessions, track conversions, and attribute web activity to specific TV ad spots. These are non-essential marketing/analytics cookies requiring consent.
Yes. Consent is required under the ePrivacy Directive because Adalyser sets non-essential tracking cookies and monitors visitor behaviour for advertising attribution purposes.
Consent (Art. 6(1)(a) GDPR) for the tracking cookies and behavioural monitoring. Legitimate interest is not appropriate given the marketing and attribution nature of the data processing.
Data is transferred to the United Kingdom where Adalyser is based. The UK benefits from an EU adequacy decision, so no SCCs or additional safeguards are required.
A DPIA is recommended if Adalyser attribution data is combined with other advertising datasets, if processing occurs at large scale, or if the tracking could identify individual TV viewing patterns.
Block Adalyser scripts in your CMP until consent is given. Categorise under Marketing or Statistics cookies. List all cookies in your cookie policy. Mention Adalyser and UK data transfers in your privacy policy. Obtain a DPA.
TV attribution alternatives include TVSquared (UK, now Innovid), Spotted (EU-based in some configurations), and Google Ads data-driven attribution. Each has its own GDPR profile requiring independent assessment.
List all Adalyser cookies with names, types, durations, and purposes. Categorise them under Marketing or Statistics. Include Adalyser in your processor list with a link to their privacy policy.