Adalyser

What Is Adalyser?

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.

Cookies and Data Collection

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.

GDPR and ePrivacy Implications

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.

Data Transfers and UK Adequacy

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 Requirements

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.

Practical Compliance Steps

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.