RTB House

What RTB House is

RTB House is an advertising technology company headquartered in Warsaw, Poland, in the European Union. It is known for deep learning powered personalised retargeting that is bought through real time bidding on advertising exchanges. When a publisher or advertiser integrates its tags, RTB House recognises visitors, builds behavioural profiles and bids on ad impressions to show them tailored ads elsewhere on the web. In short, it is a cross site retargeting engine driven by automated bidding.

Data and cookies it collects

RTB House sets retargeting cookies and pixels in the browser, including a user identifier cookie such as uuid2, along with cookies like euubcr and _rtbh used for consent and bidding state. It records the pages and products a visitor views to build a behavioural profile. That profile feeds the real time bidding process, where signals about the user are shared with advertising exchanges so RTB House can bid on impressions. This is large scale profiling of individuals across many websites.

GDPR and ePrivacy obligations

The retargeting cookies require prior consent under article 5(3) of the ePrivacy Directive. The behavioural profiling and bidding need a lawful basis under the GDPR, and for cross site advertising that basis is consent under article 6(1)(a). Legitimate interest is not appropriate here, because users do not reasonably expect their browsing to be broadcast to bidding partners. Because the processing is large scale profiling, it also engages the accountability and transparency duties of the GDPR.

Consent and how to deploy it

You must collect freely given, specific and informed consent before any RTB House cookie or pixel loads and before any bidding signal is sent. In practice this means integrating RTB House behind a consent management platform that supports the IAB Transparency and Consent Framework version 2.2. The consent string must be passed correctly so partners only process data for purposes the user accepted. Refusing must be as easy as accepting, and you must keep proof of the consent.

International data transfers

Although RTB House is based in the European Union, real time bidding shares data with advertising exchanges and partners worldwide, including the United States. These transfers should rely on the EU Standard Contractual Clauses, backed by a transfer impact assessment that examines the risk in each destination. The Transparency and Consent Framework helps signal user choices across the bidding chain. You should map which partners can receive data and confirm the safeguards before going live.

Practical compliance steps

List RTB House in your cookie policy with the retargeting cookies, their purpose and duration. Gate the tags behind your consent banner and pass a valid Transparency and Consent Framework string, so nothing fires without consent. Sign a data processing agreement, complete a data protection impact assessment for the profiling, and document the transfers with Standard Contractual Clauses. Finally, test that withdrawing consent stops the cookies and removes the user from bidding.