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Mobile programmatic advertising and ad mediation platform (part of the Tremor International / Nexxen group) that connects publishers and mobile apps to demand side platforms and ad exchanges for in app and mobile web monetisation.
AdBridg is a mobile advertising mediation and supply side technology, originally a UK based ad tech vendor and now part of the Tremor International / Nexxen group. It connects publishers and mobile applications to demand side platforms, ad exchanges and programmatic buyers, then forwards real time bid requests and impression data so advertisers can buy inventory.
As an SSP and ad mediator, AdBridg processes pseudonymous identifiers (cookies on the web, IDFA / AAID in apps), IP addresses, coarse geolocation, device and browser characteristics, content context, frequency and click data, audience segments, IAB TCF and Global Privacy Platform strings. This data is broadcast in OpenRTB bid requests to many partners simultaneously.
Personalised advertising via AdBridg and partner DSPs is non essential, triggers Article 5(3) ePrivacy and requires prior, specific and informed consent. The Belgian DPA and CNIL have ruled that the IAB TCF can be a valid signal only when the consent banner above it is itself lawful. Bid stream broadcasting raises proportionality concerns flagged by multiple EU regulators.
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AdBridg must be blocked by default. Load it only after a clear opt in obtained through an IAB TCF v2.2 certified consent management platform that lists AdBridg / Nexxen and the relevant downstream partners. Provide a reject all option that is as easy as accept all, store proof of consent, and propagate the TC string in bid requests.
Bid requests are shared with hundreds of downstream partners. Many demand side platforms and verification vendors are based in the United States or other third countries, so transfers must be covered by Standard Contractual Clauses and, where applicable, the EU US Data Privacy Framework. Document the chain in your record of processing activities and your privacy notice.
Run a DPIA, integrate a certified CMP, configure the IAB TCF v2.2 string and Global Privacy Platform, restrict purposes and vendors to those strictly needed, set frequency caps, document the data flow in your ROPA, sign a DPA with AdBridg / Nexxen and review the partner list periodically.
Websites using AdBridg must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is required because programmatic advertising involves systematic and large scale profiling under Article 35(3)(a) GDPR. Pay particular attention to bid stream broadcasting, mobile identifier processing, audience inference and the long chain of downstream partners.
Sample consent text
With your consent we use AdBridg (Tremor International / Nexxen) and partner advertising networks to display personalised ads, measure their performance and limit how often you see the same ad. This involves sharing identifiers and information about your interactions with advertising partners, some of which operate outside the EEA.
Third-party domains contacted
adbridg.comads.adbridg.comsync.adbridg.comnexxen.comtremorhub.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| adbridg_uid | http | 1 year | Pseudonymous user identifier used to recognise the device across publishers and limit ad frequency. |
| adbridg_sync | http | 30 days | Cookie sync mapping the AdBridg identifier with downstream DSP identifiers. |
| euconsent-v2 | http | 6 months | IAB TCF v2.2 consent string read and forwarded by AdBridg to downstream partners. |
| adbridg_seg | http | 90 days | Stores audience segments used for behavioural advertising. |
| adbridg_freq | http | 7 days | Tracks ad impression frequency to enforce capping rules. |
| adbridg_optout | http | 5 years | Stores the opt out signal when the user refuses personalised advertising. |
AdBridg places tracking cookies for advertising — comply with GDPR using FlowConsent.
AdBridg sets advertising cookies such as adbridg_uid (pseudonymous device ID), adbridg_sync (DSP cookie sync), adbridg_seg (audience segments), adbridg_freq (frequency capping) and reads the euconsent-v2 TCF string to know whether personalised advertising is allowed.
Yes. AdBridg performs behavioural advertising and large scale profiling. EU regulators require prior, freely given, specific and informed consent under Article 5(3) ePrivacy and Article 6(1)(a) GDPR. Reject must be as easy as accept.
Consent (Article 6(1)(a) GDPR) for personalised advertising and audience segmentation. Legitimate interest (Article 6(1)(f)) is normally not sufficient for ad targeting and is restricted by the IAB TCF v2.2 itself for most personalisation purposes.
Yes. Bid stream broadcasting shares data with downstream DSPs and partners, many based in the United States or other third countries. Transfers rely on SCCs, the EU US Data Privacy Framework and the contractual safeguards in the AdBridg / Nexxen DPA.
Yes. Programmatic advertising involves systematic, large scale profiling and is on most EU DPA Article 35 lists. The DPIA must cover bid stream broadcasting, the partner chain, mobile identifier processing and audience inference.
Block the SDK and ad tags until consent. Use an IAB TCF v2.2 certified CMP. Configure the consent banner with equal weight reject and accept options. Forward the TC string in bid requests. Sign the DPA. Maintain a vendor list aligned with the partners actually loaded.
Other SSPs and mobile mediation platforms include Google AdMob, Magnite, PubMatic, Index Exchange, Xandr, OpenX, Smaato, Smart AdServer Equativ, AppLovin MAX, ironSource and Unity LevelPlay. Each requires its own consent and DPIA review.
List AdBridg / Nexxen in the third party vendor section, describe purposes (personalised advertising, frequency capping, measurement), state retention durations, mention IAB TCF integration, link to AdBridg / Nexxen privacy policy and refresh the entry whenever the partner list or purposes change.