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Smart AdServer

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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.

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Overview

What does Smart AdServer do?

What Smart AdServer (Equativ) is

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.

What data and cookies it collects

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.

GDPR and ePrivacy implications

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.

Consent requirements

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.

Data transfers and practical compliance steps

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.

Compliance

Smart AdServer and the GDPR

Smart AdServer 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 (GDPR Art. 6(1)(a)) together with ePrivacy Art. 5(3) for storing and reading advertising identifiers
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, IAB Europe TCF v2.2

Impact assessment (DPIA)

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 text for your banner

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.
Cookies and trackers

What Smart AdServer sets and contacts

Tracking method
Advertising cookies, advertising identifiers, and server-side ad calls
Server location
European Union (France), with global ad-serving infrastructure
Data transferred outside the EU
Advertising identifiers and ad requests may be processed by programmatic demand partners located outside the EEA, including in the United States, under Standard Contractual Clauses.

Cookies set (4)

NameTypeDurationPurpose
pidAdvertising3 monthsStores a user identifier used to target and personalise advertising.
csyncAdvertisingSessionSynchronises the advertising identifier with demand-side partners.
uidAdvertising1 yearUnique advertising identifier used for frequency capping and measurement.
TestIfCookieFunctionalSessionChecks whether the browser allows cookies before serving ads.

Third-party domains contacted (3)

  • smartadserver.com
  • sascdn.com
  • sddan.com
Questions

Frequently asked questions about Smart AdServer

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What cookies does Smart AdServer set?

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.

Is consent required to use Smart AdServer?

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.

What is the legal basis for processing?

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.

Does Smart AdServer transfer data to the United States?

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.

Do I need a DPIA for Smart AdServer?

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.

How do I implement Smart AdServer compliantly?

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.

Are there alternatives to Smart AdServer?

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.

How do I update my cookie policy for Smart AdServer?

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.

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