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AdRecover

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AdRecover is an ad block recovery service, part of the AdPushup and Zelto group, operating from the United States and India. It detects visitors who use ad blockers and serves them ad block friendly advertising, recovering revenue that would otherwise be lost. As advertising technology it sets advertising cookies and shares data with ad partners, so it requires advertising consent and involves transfers outside the European Union.

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Overview

What does AdRecover do?

What AdRecover is

AdRecover is an ad block recovery service that forms part of the AdPushup and Zelto group, operating from the United States and India. Its purpose is to detect visitors who run ad blockers and to serve them advertising that passes through the blocker, so publishers can recover revenue that would otherwise be lost. It is advertising technology rather than analytics. In practice it works alongside ad partners and the wider advertising supply chain.

Data and cookies

AdRecover detects the presence of an ad blocker and then sets advertising cookies, such as an advertising identifier, and shares data with ad partners so that ads can be selected and measured. This processing typically involves a unique identifier, device and browser signals and information about the pages viewed. Because the data is used to deliver and measure advertising across partners, it constitutes advertising and profiling activity. That places it firmly outside the category of strictly necessary processing.

GDPR and ePrivacy

The ePrivacy rules require prior consent before advertising cookies are read or written, under art. 5(3). The GDPR then governs the advertising and profiling that follow. Detecting an ad blocker and serving advertising is an advertising purpose, so it cannot rely on legitimate interest in most cases and needs consent. Where the IAB Transparency and Consent Framework is used, the consent signal should be captured and passed to AdRecover and its partners.

Consent

The lawful basis is consent under art. 6(1)(a) of the GDPR, paired with ePrivacy consent for advertising cookies. Consent must be freely given, specific, informed and unambiguous, and refusing must be as easy as accepting. AdRecover and its partner tags should load only after the visitor accepts the advertising category. If a visitor declines, no advertising cookie should be set and no ad block recovery should run.

International transfers

AdRecover processes data in the United States and India, so transfers outside the EEA take place. United States transfers can rely on the EU US Data Privacy Framework where the recipient is certified, or otherwise on the EU Standard Contractual Clauses. India is not covered by an adequacy decision, so transfers there rely on the Standard Contractual Clauses together with a transfer impact assessment. You should map these flows and document the safeguards in your records.

Practical compliance steps

Gate AdRecover behind your consent management platform so it and its partner tags fire only after advertising consent. Disclose the advertising cookies and partners in your cookie policy, and explain the transfers to the United States and India. Sign the data processing agreement, confirm the transfer safeguards, and given the higher risk profile complete a DPIA. Review the partner list regularly and respect every refusal across the whole chain.

Compliance

AdRecover and the GDPR

AdRecover 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 (art. 6(1)(a)) and ePrivacy art. 5(3) consent for advertising cookies; detecting an ad blocker and serving ads requires consent for the advertising purpose
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive 2002/58/EC, EU US Data Privacy Framework, EU Standard Contractual Clauses, IAB TCF, TTDSG (Germany), LOPDGDD (Spain), LIL (France)

Impact assessment (DPIA)

AdRecover carries higher risk because it combines ad blocker detection, advertising cookies, data sharing with ad partners and transfers outside the EEA. A DPIA is strongly recommended. Assess profiling for advertising, the partner ecosystem, the legal grounds for United States and India transfers, and how consent or refusal is respected before any tracking or ad serving begins.

Sample text for your banner

We work with AdRecover to show advertising to visitors who use ad blockers. With your consent, AdRecover and its advertising partners set cookies and process data, including transfers to the United States and India, to detect ad blocking and serve ads. You can accept or decline, and withdraw consent at any time in our cookie settings.
Cookies and trackers

What AdRecover sets and contacts

Tracking method
ad block detection and advertising cookies for ad recovery
Server location
United States and India
Data transferred outside the EU
data is processed in the United States and India; United States transfers rely on the EU US Data Privacy Framework or the EU Standard Contractual Clauses, and India transfers rely on the Standard Contractual Clauses with a transfer impact assessment.

Cookies set (3)

NameTypeDurationPurpose
adr_uidadvertisingpersistent (up to 1 year)AdRecover advertising identifier used to detect ad blocking and to select and measure ads served to the visitor.
adr_sessionadvertisingsessionSession cookie used to manage ad block recovery within a single visit.
partner_adadvertisingpersistent (varies by partner)Partner advertising cookies set through AdRecover by ad partners to select, frequency cap and measure advertising.

Third-party domains contacted (4)

  • adrecover.com
  • cdn.adrecover.com
  • static.adrecover.com
  • adpushup.com
Questions

Frequently asked questions about AdRecover

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What cookies does AdRecover set?

AdRecover sets advertising cookies, including an advertising identifier such as adr_uid, and it works alongside partner ad cookies. These store a unique identifier and advertising signals used to detect ad blocking and to select and measure ads. They are advertising cookies, not strictly necessary ones.

Is consent required to use AdRecover?

Yes. Advertising cookies require prior consent under ePrivacy art. 5(3), and detecting an ad blocker to serve ads is an advertising purpose that needs consent under the GDPR. AdRecover and its partner tags should fire only after the visitor accepts the advertising category.

What is the legal basis for processing?

The lawful basis is consent under art. 6(1)(a) of the GDPR, combined with ePrivacy consent for the advertising cookies. Because the purpose is advertising and profiling with multiple partners, legitimate interest is generally not appropriate, so a valid opt in consent is required.

Does AdRecover transfer data to the United States or other third countries?

Yes. Data is processed in the United States and India. United States transfers rely on the EU US Data Privacy Framework or the EU Standard Contractual Clauses, while India transfers rely on the Standard Contractual Clauses together with a transfer impact assessment. These flows must be documented.

Do we need a DPIA for AdRecover?

A DPIA is strongly recommended. AdRecover combines ad blocker detection, advertising cookies, data sharing with partners and transfers outside the EEA, which together create a higher risk profile. The assessment should cover profiling, the partner ecosystem and the transfer safeguards.

How do we implement AdRecover in a compliant way?

Gate AdRecover and all partner tags behind your consent management platform so they load only after advertising consent. Disclose the cookies, partners and transfers in your cookie policy, sign the data processing agreement, confirm the transfer safeguards and complete a DPIA. Honour refusals across the entire advertising chain.

What are the alternatives to AdRecover?

Alternatives include other ad block recovery vendors, polite messaging that asks visitors to allowlist the site, subscription or paywall models, and contextual advertising that does not rely on tracking. Each option carries a different balance of revenue recovery, user experience and privacy risk.

How should we update our cookie policy for AdRecover?

List AdRecover as an advertising provider and name its advertising cookies, such as adr_uid, along with the partner cookies it enables. Describe the advertising and profiling purpose, the cookie lifetimes, and the transfers to the United States and India, and explain how visitors can refuse or withdraw consent.

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