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AdFox

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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.

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Overview

What does AdFox do?

What is AdFox

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.

Cookies and identifiers

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.

Legal basis under the GDPR

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.

International data transfers and high risk jurisdiction

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.

Practical compliance steps

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.

Alternatives

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.

Compliance

AdFox and the GDPR

AdFox 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 (GDPR Art. 6(1)(a) and ePrivacy Directive Art. 5(3))
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, Russian Federal Law No. 152 FZ on personal data

Impact assessment (DPIA)

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 text for your banner

We use AdFox by Yandex to deliver advertising. With your consent, AdFox may set cookies and process your data on servers located in Russia.
Cookies and trackers

What AdFox sets and contacts

Tracking method
JavaScript ad tag with third party cookies, integrated with the Yandex ad ecosystem
Server location
Russia (primary, Yandex infrastructure)
Data transferred outside the EU
AdFox is a Yandex product, with production data stored in Russia. Transfers from the EU to Russia require Standard Contractual Clauses plus a Transfer Impact Assessment; Russia has no adequacy decision and is widely considered a high risk jurisdiction.

Cookies set (4)

NameTypeDurationPurpose
adfox_uidthird_party12 monthsPseudonymous user identifier for ad targeting
adfox_freqthird_party30 daysFrequency capping data
ithird_party12 monthsSynchronisation with the Yandex advertising graph
adfox_syncthird_party12 monthsCookie sync with Yandex ad partners

Third-party domains contacted (4)

  • adfox.ru
  • adfox.yandex.ru
  • yandex.ru
  • an.yandex.ru
Questions

Frequently asked questions about AdFox

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What cookies does AdFox set?

Third party cookies adfox_uid (twelve months), adfox_freq (thirty days), the Yandex i cookie (twelve months), and adfox_sync (twelve months).

Is consent required for AdFox?

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.

What is the legal basis for AdFox?

Explicit consent. Legitimate interest is not acceptable for behavioural advertising or Russia transfers.

Does AdFox transfer data to Russia?

Yes. AdFox is a Yandex product and data is hosted in Russia. The transfer requires SCCs, a TIA, and supplementary measures.

Do I need a DPIA?

Yes. Russia transfer plus large scale behavioural advertising trigger Art. 35 GDPR for sure.

How do I implement AdFox compliantly?

Strongly consider not using it for EU traffic. If unavoidable, deploy SCCs, TIA, supplementary measures, prominent disclosure, and short retention.

Are there alternatives?

Google Ad Manager (EU instance), Smart AdServer (Equativ), AdForm, OpenX EU.

How do I update my cookie policy?

List AdFox and Yandex domains and cookies, indicate the Russia transfer, mention SCCs and TIA, and link to Yandex policy.

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