> Adtriba, now part of Funnel, measures how ad channels drive conversions: what its tracking does on your site, its cookies and the consent it needs. > > Canonical: https://www.flowconsent.com/en/services/advertising/adtriba Advertising # Adtriba Marketing · [Official website](https://funnel.io/adtriba) Adtriba is a marketing attribution and media mix modelling tool, now part of Funnel. It measures how each advertising channel contributes to conversions and helps advertisers reallocate their budgets. To track the customer journey, its script may record visits and touchpoints with identifiers, which calls for prior consent under the GDPR. [Block Adtriba until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=advertising) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Advertising](https://www.flowconsent.com/en/services/advertising) - Consent Marketing - Prior consent Required - Documented cookies 2 - Third-party domains 3 - Servers European Union (Germany, AWS Frankfurt) Overview ## What does Adtriba do? ## **What is Adtriba** 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. ## **Data and cookies collected** 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. ## **GDPR and ePrivacy implications** 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. ## **Consent and legal basis** 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. ## **Data transfers** 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. ## **Practical compliance steps** 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. Compliance ## Adtriba and the GDPR Adtriba 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 Article 6(1)(a) GDPR: prior consent of the visitor for marketing attribution, in line with article 5(3) of the ePrivacy Directive. - Risk level medium - Applicable regulations GDPR, ePrivacy Directive 2002/58/EC, German Federal Data Protection Act (BDSG), TTDSG ### Impact assessment (DPIA) 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 text for your banner > 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. Cookies and trackers ## What Adtriba sets and contacts - Tracking method first-party JavaScript pixel and server-to-server APIs that record customer journeys for cross channel marketing attribution - Server location European Union (Germany, AWS Frankfurt) ### Cookies set (2) | 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. | ### Third-party domains contacted (3) - `adtriba.com` - `tracking.adtriba.com` - `cdn.adtriba.com` Questions ## Frequently asked questions about Adtriba Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### Which cookies does Adtriba set? 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. ### Is consent required to load Adtriba? 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. ### What is the legal basis for processing data through Adtriba? 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. ### Does Adtriba transfer data to the United States? 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. ### Do I need a DPIA before using Adtriba? 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. ### How do I implement Adtriba in a GDPR compliant way? 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. ### Are there alternatives to Adtriba? 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. ### How should I update the cookie policy for Adtriba? 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. 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