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AdFox is the Yandex ad server platform, used by Russian and CIS publishers to manage and serve display, video, and native advertising via JavaScript tags and third party cookies.
AdFox is the ad server product of Yandex, used primarily by publishers in Russia and the CIS to manage display, video, and native advertising. It is deployed via a JavaScript tag that loads creatives, handles frequency capping, and reports impressions and clicks to the Yandex dashboard. AdFox also acts as a bridge to Yandex Direct and other Yandex advertising products.
AdFox sets third party cookies on adfox.ru and adfox.yandex.ru including pseudonymous user identifiers, frequency capping data, and synchronisation cookies with the wider Yandex advertising graph. The cookies allow cross site tracking within the Yandex ecosystem.
Consent is required under Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy. Legitimate interest is not acceptable for behavioural advertising. Given the Russia transfer, the consent must be informed about the destination country and the associated risks.
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Russia is not the subject of an EU adequacy decision and is widely considered a high risk jurisdiction due to Federal Law 152 FZ and the broad lawful interception powers granted to security services. The Schrems II case law requires controllers to perform a Transfer Impact Assessment, deploy supplementary measures (encryption, pseudonymisation), and consider whether the transfer can be lawfully made at all. Several European DPAs (CNIL, Datatilsynet) have flagged Russia transfers as particularly sensitive since 2022.
Consider not using AdFox for European traffic. If used, sign SCCs, run a TIA, apply supplementary measures, disclose the Russia transfer prominently in your CMP and privacy notice, and document the rationale for the choice. Avoid passing identifiable customer data through AdFox.
European ad servers and SSPs that avoid Russia transfers include Google Ad Manager (EU instance), Smart AdServer (Equativ), AdForm, and OpenX with EU regions. They reduce legal risk significantly.
Websites using AdFox must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is required because AdFox transfers personal data to Russia, a high risk jurisdiction with government access powers, and enables behavioural advertising at scale.
Sample consent text
We use AdFox by Yandex to deliver advertising. With your consent, AdFox may set cookies and process your data on servers located in Russia.
Third-party domains contacted
adfox.ruadfox.yandex.ruyandex.ruan.yandex.ruCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| adfox_uid | third_party | 12 months | Pseudonymous user identifier for ad targeting |
| adfox_freq | third_party | 30 days | Frequency capping data |
| i | third_party | 12 months | Synchronisation with the Yandex advertising graph |
| adfox_sync | third_party | 12 months | Cookie sync with Yandex ad partners |
AdFox places tracking cookies for advertising — comply with GDPR using FlowConsent.
Third party cookies adfox_uid (twelve months), adfox_freq (thirty days), the Yandex i cookie (twelve months), and adfox_sync (twelve months).
Yes. AdFox cookies are non essential and Russia is a high risk transfer destination, so consent under Art. 5(3) ePrivacy and Art. 6(1)(a) GDPR is required.
Explicit consent. Legitimate interest is not acceptable for behavioural advertising or Russia transfers.
Yes. AdFox is a Yandex product and data is hosted in Russia. The transfer requires SCCs, a TIA, and supplementary measures.
Yes. Russia transfer plus large scale behavioural advertising trigger Art. 35 GDPR for sure.
Strongly consider not using it for EU traffic. If unavoidable, deploy SCCs, TIA, supplementary measures, prominent disclosure, and short retention.
Google Ad Manager (EU instance), Smart AdServer (Equativ), AdForm, OpenX EU.
List AdFox and Yandex domains and cookies, indicate the Russia transfer, mention SCCs and TIA, and link to Yandex policy.