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Praedium is a digital advertising platform specialised in real estate marketing, headquartered in Brazil. It connects real estate websites with major advertising networks, builds behavioural audiences from property page views and form submissions, and runs retargeting campaigns across display and social channels. Because Praedium relies on third party cookies and on the transfer of personal data to Brazil and the United States, its deployment in Europe requires explicit consent and a documented Transfer Impact Assessment.
Praedium is a digital advertising platform focused on the real estate vertical, founded in Brazil and active in Latin America with growing operations in Europe. It provides programmatic media buying, retargeting and audience extension specifically tuned for the property market: detached homes, apartments, commercial buildings and developments. Real estate agencies plug the Praedium tag into their listings to capture intent signals and feed downstream demand side platforms.
Praedium captures property identifiers, search filters used by visitors (price range, surface, location, number of bedrooms), favourites, contact form submissions, IP addresses, user agents, referrer URLs and mobile advertising IDs. The platform builds behavioural segments such as in market buyers, investors or sellers and synchronises them with major DSPs through cookie matching and server to server integrations.
Praedium is a third party advertising platform. Its cookies are not strictly necessary, so they trigger Art. 5(3) of the ePrivacy Directive and require prior consent. Behavioural targeting, retargeting and audience extension are forms of cross context behavioural advertising for which the EDPB has explicitly rejected legitimate interest as a legal basis, leaving consent under Art. 6(1)(a) GDPR as the only viable option in 2026.
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Block the Praedium tag in your Consent Management Platform by default. Only fire it after the visitor has accepted Marketing or Advertising purposes. Use IAB TCF 2.2 signals to communicate the consent decision to downstream vendors. Ensure that Accept and Reject have equal prominence on the banner and that visitors can withdraw consent at any time through a persistent preferences widget.
Praedium processes data in Brazil and on AWS regions that may include the United States. Operators must execute Standard Contractual Clauses, document a Transfer Impact Assessment and consider supplementary measures such as IP truncation and pseudonymisation. Brazil benefits from a high level of protection through the LGPD but does not yet enjoy an EU adequacy decision in 2026.
List Praedium in your Article 30 register, sign the DPA and SCCs, conduct a Transfer Impact Assessment, integrate Praedium as a vendor in your CMP, and publish a privacy notice that describes retargeting, audience building and partner DSPs. Set retention rules and consent expiration consistent with your supervisory authority (12 months in France per CNIL, 6 to 12 months across most other EU regulators).
Websites using Praedium must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is recommended when Praedium is used to profile real estate prospects at scale, link offline visits to online identifiers or combine first party CRM data with third party audiences. Schrems II requires a Transfer Impact Assessment for the underlying AWS US infrastructure.
Sample consent text
We use Praedium, a Brazilian real estate advertising platform, to measure your interaction with our property listings, retarget you with relevant ads on partner networks and build audience segments for future campaigns. This involves transferring your personal data outside the European Union.
Third-party domains contacted
praedium.com.brpraedium.com.brcdn.praedium.com.brapi.praedium.com.brpixel.praedium.com.brcdn.praedium.com.brapp.praedium.com.brtracking.praedium.com.brCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| prdm_uid | Marketing | 1 year | Unique Praedium identifier used to track a visitor across real estate listings and DSP partners. |
| praedium_session | strictly_necessary | Session | Maintains authenticated session for CRM users and form submissions on agency websites. |
| prdm_segs | Marketing | 6 months | Stores the behavioural segments inferred for the visitor (price range, location, in market state) for audience targeting. |
| _csrf_token | strictly_necessary | Session | Prevents Cross Site Request Forgery attacks on lead capture and CRM forms. |
| prdm_lead | Marketing | 30 days | Captures lead form interactions, including referring listing identifier and selected agent. |
| prd_visitor_id | analytics | 12 months | Identifies unique website visitors across sessions to attribute conversions and measure return visits. |
| prd_attribution | marketing | 6 months | Stores UTM parameters and traffic source data for marketing attribution of new leads. |
| prd_lead_ref | marketing | 90 days | Tracks lead origin from real estate portals and paid campaigns to credit the correct marketing channel. |
Praedium places tracking cookies for advertising — comply with GDPR using FlowConsent.
Praedium typically sets a strictly necessary session cookie that keeps the visitor logged into the CRM or agency portal, a CSRF protection cookie that secures form submissions, an attribution cookie that records the marketing source of each new lead, and a long lived visitor tracking cookie that identifies returning prospects. Only the first two are exempt from consent; the others require an opt in under ePrivacy.
Praedium sets first party and third party cookies that store a unique visitor identifier, behavioural segments inferred from property searches, and lead form interactions. These cookies are typically valid for 6 to 12 months and are not strictly necessary, so they require prior consent before being set.
Yes, when Praedium is deployed on a website visible to EU residents, you must obtain prior, freely given, specific, informed, and unambiguous consent before loading any of its non essential cookies or tracking scripts. The strictly necessary CRM session and security cookies can be set without consent, but attribution and visitor tracking cookies must be blocked until the user opts in.
Yes. The Praedium tag fires non essential third party cookies and processes personal data for cross context behavioural advertising. Both Art. 5(3) of the ePrivacy Directive and Art. 6 GDPR require explicit, freely given and granular consent before activation.
For non essential cookies and behavioural tracking the legal basis under GDPR is consent, in line with Article 6 paragraph 1 letter a. For storing and processing the personal data of leads who voluntarily submit a property inquiry, the legal basis is typically pre contractual measures or legitimate interest. Internal CRM session cookies rely on the legitimate interest of operating the application securely.
Consent (Art. 6(1)(a) GDPR). The European Data Protection Board has ruled out legitimate interest for behavioural advertising in its Guidelines 8/2020 and 2/2023, a position confirmed in 2024 by the EDPB Binding Decisions against Meta.
Praedium is hosted primarily in Brazil. Data of EU residents collected through the platform is therefore transferred outside the EEA. Brazil has its own LGPD framework, but transfers must still be governed by appropriate safeguards under Chapter V of the GDPR, typically Standard Contractual Clauses. There is no systematic transfer to the United States, but CDN edge nodes may route traffic globally.
Yes. Praedium operates from Brazil and uses AWS infrastructure that may include regions in the United States. Operators must sign Standard Contractual Clauses, document a Transfer Impact Assessment and apply supplementary measures such as IP truncation.
A formal Data Protection Impact Assessment is recommended when Praedium is used at scale, combined with AI lead scoring, or integrated with marketing analytics that profile prospective property buyers. The combination of systematic monitoring of website visitors, third country transfer, and potentially sensitive housing data brings the use case close to several DPIA triggers listed by EU supervisory authorities.
A DPIA is recommended whenever Praedium is used for large scale behavioural profiling of real estate prospects, or combined with first party CRM data and offline visit linking. It may be mandatory under Art. 35 GDPR if the processing is likely to result in a high risk to the rights and freedoms of data subjects.
Use a consent management platform to block Praedium tracking until the visitor opts in, sign a Data Processing Agreement with Praedium, document the transfer to Brazil with Standard Contractual Clauses, list Praedium and its cookies in your privacy notice and cookie policy, configure retention periods in the CRM, and offer clear channels for data subjects to exercise access, deletion, and objection rights.
Block the Praedium tag in your CMP, sign the DPA and SCCs, document a Transfer Impact Assessment, list Praedium and its sub processors in your Article 30 register, and update your privacy notice. Provide a granular opt out path so visitors can withdraw consent at any time and verify the deletion of their data on Praedium servers.
Yes. European DSPs and ad tech vendors such as Adform (Denmark), Smart AdServer (France), AppNexus / Equativ (France), Improve Digital (Netherlands) and Realtime Marketing (Germany) offer programmatic advertising with EU data residency, reducing exposure to international transfers.
European alternatives to Praedium include real estate CRMs such as Apimo, Hektor, Whise, Propertybase, and Estateflow that are typically hosted within the EU and bundled with built in GDPR features. Choosing an EU hosted CRM can simplify your compliance posture by avoiding international data transfers, although it does not remove the need for consent for marketing cookies.
Add a dedicated entry in your cookie policy explaining that Praedium powers your CRM and lead tracking, list each cookie with its name, purpose, duration, and category, identify Praedium as a recipient and processor of personal data, mention the international transfer to Brazil and the safeguards in place, and link to Praedium privacy information for transparency.
Add a Praedium section to your cookie table with each cookie name, purpose, duration and origin. Disclose Praedium S.A. as a sub processor based in Brazil and mention the transfers to AWS US regions. Re trigger your consent banner to allow existing visitors to renew or refuse their consent.