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Assertive Yield

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Netherlands based header bidding analytics and yield optimization platform for digital publishers, with log level reporting and prebid auction insights.

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Overview

What does Assertive Yield do?

What Assertive Yield is and what it does

Assertive Yield is a Netherlands based yield optimization and analytics platform for digital publishers, founded in 2020 and headquartered in Amsterdam. It is implemented as a prebid wrapper and JavaScript analytics tag that hooks into the header bidding auction lifecycle, capturing bid requests, bid responses, win and timeout events at log level. Publishers use it for header bidding analytics, A/B testing of ad stacks, revenue attribution, and forensic investigation of auction performance.

Data and cookies collected by Assertive Yield

The tag collects auction telemetry such as ad unit, bidder, bid amount, currency, latency, render outcome and viewport characteristics. It reads the IAB TCF consent string (euconsent-v2) and sets first party cookies including ay_session for session correlation and ay_user as a pseudonymous client identifier. Device, browser, country (from IP) and referrer information are derived. No directly identifying customer data is required; identifiers are pseudonymous and bound to the publisher domain.

GDPR and ePrivacy implications

Although Assertive Yield itself is primarily an analytics layer, it operates inside the header bidding chain that distributes user signals to SSPs and DSPs. ePrivacy Article 5(3) and the German TDDDG Section 25 require prior consent before non essential cookies or device access. In practice the controller is the publisher, and Assertive Yield acts as a processor under a data processing agreement. Joint controllership analysis may be needed with bidders downstream.

Consent requirements and legal basis

Consent under Art. 6(1)(a) GDPR is the appropriate legal basis because the service is part of advertising measurement and selection. The CMP must collect consent for IAB TCF purposes 7 (ad performance), 8 (content performance), 9 (market research) and 10 (product development) and pass a valid TC string to prebid. Assertive Yield should be configured to suppress identifier setting when the relevant purposes are refused, and to ingest only aggregated data in that case.

Cross-border transfers and practical compliance steps

Primary processing happens in the EU on AWS Frankfurt and Ireland, but auxiliary services (Google Cloud, Cloudflare, monitoring vendors) may involve US transfers under Standard Contractual Clauses and the EU US Data Privacy Framework. Sign the DPA, list Assertive Yield in your record of processing and cookie policy, configure the CMP to gate the prebid wrapper, set realistic retention on raw logs (90 to 180 days typical), and verify that aggregated reporting honors consent withdrawal.

Compliance

Assertive Yield and the GDPR

Assertive Yield 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) GDPR), aligned with IAB TCF purposes 7, 8, 9 and 10
Risk level
medium_to_high
Applicable regulations
GDPR, ePrivacy Directive, German TDDDG, IAB TCF 2.x

Impact assessment (DPIA)

A DPIA is recommended when Assertive Yield is combined with extensive bidder integrations or first party identifiers. Document the categories of auction data collected, retention windows, joint controller relationships with SSPs and bidders, and the consent signalling chain from CMP to prebid to Assertive Yield.

Sample text for your banner

We use Assertive Yield to analyse and optimise the advertising auctions on this site. This involves processing auction events, device and connection signals, and a pseudonymous identifier in cookies. Do you consent to this analytics and advertising measurement?
Cookies and trackers

What Assertive Yield sets and contacts

Tracking method
Prebid wrapper plus JavaScript analytics tag, instruments the header bidding auction lifecycle
Server location
European Union (AWS Frankfurt and Ireland) with global edge for log ingestion
Data transferred outside the EU
Limited: primarily EU based. Some auxiliary services (Google Cloud, Cloudflare, monitoring vendors) may process data in the US under SCCs.

Cookies set (6)

NameTypeDurationPurpose
ay_sessionfirst_partySessionSession correlation for matching auction events to a single page view
ay_userfirst_party1 yearPseudonymous client identifier used for revenue attribution and A/B testing of ad stacks
euconsent-v2first_party6 to 13 monthsIAB TCF consent string read by Assertive Yield to determine permitted purposes (set by the CMP, not Assertive Yield itself)
ay_abfirst_party30 daysA/B test bucket assignment so the same user sees a consistent ad stack variant during an experiment
ay_geofirst_party24 hoursCached country and region derived from IP, used to apply region specific compliance rules without repeated lookups
ay_diagfirst_party7 daysDiagnostic flag enabling verbose log forwarding for ad ops debugging; exact name depends on integration

Third-party domains contacted (7)

  • assertiveyield.com
  • cdn.assertiveyield.com
  • ay.assertive.run
  • prebid-cdn.assertiveyield.com
  • analytics.assertiveyield.com
  • api.assertiveyield.com
  • logs.assertiveyield.com
Questions

Frequently asked questions about Assertive Yield

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Which cookies and identifiers does Assertive Yield set?

Assertive Yield typically sets first party cookies ay_session (session correlation) and ay_user (pseudonymous client identifier) on the publisher domain, and reads the IAB TCF consent string euconsent-v2. Exact cookie names can vary by integration. No cross site third party tracking cookies are required.

Is consent required before loading Assertive Yield?

Yes. Because Assertive Yield is part of the advertising auction chain and sets identifier cookies, prior consent is required under ePrivacy Article 5(3) and the German TDDDG. The CMP must collect consent for the relevant IAB TCF purposes before the prebid wrapper and Assertive Yield tag fire.

What is the legal basis for processing?

Consent under Art. 6(1)(a) GDPR, mapped to IAB TCF purposes 7 (ad performance), 8 (content performance), 9 (market research) and 10 (product development). Legitimate interest is not appropriate for cookie based advertising measurement of this kind.

Does Assertive Yield transfer data outside the EU?

Primarily no. Core processing runs on AWS Frankfurt and Ireland. Some auxiliary services (Google Cloud, Cloudflare, monitoring vendors) may involve transfers to the US under Standard Contractual Clauses and the EU US Data Privacy Framework. Document this in your transfer impact assessment.

Do I need a DPIA for Assertive Yield?

A DPIA is recommended when Assertive Yield is combined with extensive bidder integrations, first party identifiers, or large scale audience profiling. For a standalone analytics integration with consent gating, a documented LIA and ROPA entry may suffice.

How do I implement Assertive Yield compliantly?

Place the prebid wrapper and analytics tag behind your CMP so they only fire after consent for IAB TCF purposes 7 to 10. Sign the DPA, configure realistic log retention (90 to 180 days), list Assertive Yield in your cookie policy and ROPA, and test that withdrawal stops new identifier writes.

Are there alternatives to Assertive Yield?

Yes. Comparable tools include Sincera, Adomik, STAQ, Burt Intelligence, AdStream, Salesforce Audience Manager, and the EU based Permutive. Evaluate them on EU hosting, IAB TCF integration, log level reporting, and prebid compatibility.

How do I update my cookie policy for Assertive Yield?

Add an entry naming Assertive Yield as a yield optimization and analytics processor, list the ay_session and ay_user cookies with their purpose and lifetime, note that it reads the IAB TCF consent string, and link to the Assertive Yield privacy notice and DPA reference.

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