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Adtriba is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. Adtriba enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, Adtriba empowers marketing teams to achieve measurable growth.
Adtriba is a marketing attribution and analytics platform headquartered in Hamburg, Germany. It collects events from web, app and CRM sources and uses statistical models to attribute conversions across paid search, social, programmatic and offline campaigns. Marketers use Adtriba to optimise media spend across channels with insights that go beyond last click attribution.
Adtriba sets a first party cookie holding a pseudonymous visitor id used to stitch interactions across sessions. The JavaScript pixel collects the IP address, user agent, referrer, URLs visited and marketing parameters such as utm_source. When a conversion occurs, Adtriba records the value of the transaction and links it to the prior touchpoints.
Adtriba processes personal data because cookies and IPs qualify visitors. Marketing attribution is not strictly necessary, so article 5(3) of the ePrivacy Directive applies and consent is required. German DPAs and the EDPB treat attribution analytics as marketing and require prior opt in in the consent banner.
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The legal basis is article 6(1)(a) GDPR, with Adtriba mentioned by name in the marketing or analytics category of the CMP. The reject option must be as visible as the accept option. The pixel must remain inactive until the CMP signal reflects the user choice for marketing purposes.
Adtriba is a German company and processes data on AWS Frankfurt within the EEA. No systematic transfer to a third country is involved in the standard deployment. Document the residency choice in the DPA and check the sub processor list periodically.
Sign the Adtriba DPA, classify the Adtriba cookie as marketing in your CMP, gate the pixel and the server side calls behind consent, document the data flow and retention in the record of processing and update the cookie policy with the cookie name, purpose and duration.
Websites using Adtriba must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is recommended when Adtriba is combined with cross device matching, CRM enrichment or advertising activation that profiles users. A plain marketing attribution use case usually stays below the high risk threshold.
Sample consent text
We use Adtriba to attribute conversions to our marketing campaigns. Adtriba stores a cookie on your browser and processes interactions on EU servers in Frankfurt. We only activate Adtriba after you accept marketing cookies.
Third-party domains contacted
adtriba.comtracking.adtriba.comcdn.adtriba.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| adtriba_uid | first-party | 1 year | Pseudonymous user identifier used by Adtriba to stitch sessions across visits for marketing attribution. |
| adtriba_session | first-party | 30 minutes | Adtriba session identifier used to group events within a single browsing session. |
Adtriba places tracking cookies for advertising — comply with GDPR using FlowConsent.
Adtriba sets a first party cookie holding a pseudonymous user identifier used to stitch sessions and attribute conversions. Depending on the configuration, additional cookies may be set for campaign parameters and consent state. All cookies are described in the Adtriba documentation and must be listed in the operator cookie policy.
Yes. Adtriba uses cookies and processes IP addresses for marketing attribution. Article 5(3) of the ePrivacy Directive and article 6(1)(a) GDPR require prior consent of the visitor; German authorities and the EDPB consistently treat attribution analytics as a marketing purpose requiring opt in.
The legal basis is article 6(1)(a) GDPR (consent). Legitimate interest is not adequate for cross channel marketing attribution because the activity goes beyond the strictly necessary scope and serves advertising purposes that German DPAs explicitly require consent for.
In the standard configuration Adtriba processes data on AWS Frankfurt, inside the EEA, with no systematic transfer to the United States. Verify the current sub processor list with Adtriba and, if any transfer is added, sign Standard Contractual Clauses and document supplementary measures.
A DPIA is not generally required for a plain marketing attribution use case. It is recommended when Adtriba is combined with cross device matching, CRM enrichment or advertising activation, which raise the risk profile by enabling more granular profiling.
Sign the Adtriba DPA, gate the pixel and server side calls behind your CMP, classify the Adtriba cookie as marketing, document the data flow and retention in the record of processing, mention Adtriba in the privacy notice and review the integration whenever the sub processor list changes.
Comparable marketing attribution platforms include Funnel.io, Northbeam, AppsFlyer, Branch, Wicked Reports and the open source Marketing Mix Modeling tools from Meta (Robyn) and Google (Meridian). EU based options are preferable to limit international transfers.
List the Adtriba cookie with its name, purpose, duration and the data controller, state that the cookie is dropped only after marketing consent, link to the Adtriba privacy notice and provide a link to the CMP preference centre so visitors can change their mind.