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Smart AdServer, now operating as Equativ, is an advertising technology platform that combines an ad server and a supply-side platform (SSP) for publishers and media owners. It serves display, video, and native advertising and relies on cookies and advertising identifiers to deliver, cap, and measure campaigns. Because it processes advertising identifiers and can share data with demand partners, it requires prior user consent under the GDPR and the ePrivacy Directive.
Smart AdServer, rebranded as Equativ, is a European advertising technology company that provides an ad server and a supply-side platform used by publishers to monetise their websites and apps. It handles the selection, delivery, and reporting of display, video, and native ad formats. As an intermediary between publishers and advertising demand, it processes large volumes of user and device data to match advertisements to audiences in real time.
The platform sets and reads advertising cookies and identifiers to recognise browsers, cap the frequency of ads, and attribute clicks and conversions. Typical data includes online identifiers, IP address, device and browser characteristics, the pages where ads appear, and interaction events such as impressions and clicks. This information can be combined with data from demand-side partners to build advertising profiles.
Advertising identifiers stored on or read from a user device fall under Article 5(3) of the ePrivacy Directive, which requires consent for any non essential storage or access. The same data qualifies as personal data under the GDPR because it can single out a device or user. Profiling for targeted advertising raises the risk level, so transparency, purpose limitation, and a valid legal basis are mandatory.
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Smart AdServer should only load after the user has given prior, informed, and freely given consent for advertising purposes. In practice this is managed through a consent management platform, often using the IAB Europe Transparency and Consent Framework, so the consent signal is passed to the ad server and downstream partners. Without consent, advertising tags must remain blocked and frequency capping or measurement must not rely on stored identifiers.
Although Equativ is headquartered in the European Union, programmatic advertising involves demand partners that may process data outside the EEA, including in the United States, so a transfer mechanism such as Standard Contractual Clauses and a transfer impact assessment are needed. To stay compliant, block the tags until consent is collected, document the partners and purposes in your privacy and cookie policy, configure frequency and retention sensibly, and offer an easy way for users to withdraw consent at any time.
Websites using Smart AdServer must obtain user consent under GDPR regulations.
DPIA considerations
Smart AdServer (Equativ) processes online identifiers, IP addresses, and behavioural ad interaction data, and can share this with programmatic demand partners. Key DPIA points: (1) large scale processing of advertising identifiers used for profiling and targeting; (2) involvement of multiple demand partners, each acting as a separate controller, which complicates transparency and accountability; (3) potential transfers of identifiers to partners outside the EEA, requiring Standard Contractual Clauses and a transfer impact assessment; (4) combination of device signals such as IP, user agent, and screen attributes that can approximate fingerprinting; (5) the need for a reliable consent signal, typically via the IAB TCF, before any tag fires. A DPIA is recommended whenever the platform is deployed at scale or alongside other tracking technologies.
Sample consent text
We use Smart AdServer (Equativ) to display and measure advertising on this website. With your consent, advertising cookies and identifiers are stored on your device to select relevant ads, limit how often you see them, and measure their performance. This data may be shared with advertising partners, including partners located outside the European Union. You can withdraw your consent at any time through our cookie settings.
Third-party domains contacted
smartadserver.comsascdn.comsddan.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| pid | Advertising | 3 months | Stores a user identifier used to target and personalise advertising. |
| csync | Advertising | Session | Synchronises the advertising identifier with demand-side partners. |
| uid | Advertising | 1 year | Unique advertising identifier used for frequency capping and measurement. |
| TestIfCookie | Functional | Session | Checks whether the browser allows cookies before serving ads. |
Smart AdServer places tracking cookies for advertising — comply with GDPR using FlowConsent.
Smart AdServer sets advertising cookies and identifiers such as a user identifier used for targeting, a cookie syncing identifier shared with partners, and a short lived cookie that checks whether cookies are enabled. These store online identifiers rather than directly identifying details, but they still count as personal data under the GDPR.
Yes. Because it stores and reads advertising identifiers on the user device, prior consent is required under Article 5(3) of the ePrivacy Directive and the GDPR. The tags should stay blocked until the user accepts advertising cookies.
The appropriate legal basis is consent under Article 6(1)(a) of the GDPR, combined with the ePrivacy consent for storing identifiers. Legitimate interest is not appropriate for advertising profiling that relies on stored identifiers.
Equativ itself is based in the European Union, but programmatic advertising involves demand partners that may process data in the United States and other countries. Such transfers require Standard Contractual Clauses and a transfer impact assessment.
A DPIA is recommended and may be required because the platform involves large scale processing of advertising identifiers, profiling, and multiple partners. Document the data flows, partners, and safeguards as part of the assessment.
Load the tags only after consent through a consent management platform, ideally using the IAB TCF so the signal reaches downstream partners. List the purposes and partners in your cookie policy and provide an easy way to withdraw consent.
Alternatives include other ad servers and supply-side platforms such as Google Ad Manager, as well as contextual advertising solutions that avoid behavioural identifiers. Contextual or cookieless options can reduce the consent burden but should still be reviewed for compliance.
Add Smart AdServer (Equativ) to your cookie inventory with the cookie names, purposes, durations, and the advertising category. Mention the possible transfer to partners outside the EEA and link to Equativ privacy information.