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StackAdapt

MarketingOfficial website

StackAdapt is a Canadian demand side platform for programmatic advertising. Advertisers buy display, native, video, audio, connected TV and in app inventory in real time and use a JavaScript pixel for retargeting and conversion measurement. For EU advertisers, StackAdapt raises GDPR and ePrivacy obligations on cookie consent, IAB TCF signalling, profiling and a mixed Canada and US data processing footprint.

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Overview

What does StackAdapt do?

What StackAdapt is

StackAdapt is a Canadian programmatic advertising demand side platform (DSP). Advertisers run campaigns across display, native, video, audio, connected TV and in app inventory through real time bidding. A JavaScript pixel placed on advertiser websites powers retargeting, conversion tracking and audience building. StackAdapt connects to many SSPs, exchanges and identity vendors.

Data collected

IP address, user agent, advertising identifiers (cookies, mobile ad IDs, identity vendor IDs), page URL, content category, fingerprint signals, ad impressions, clicks, conversions, audience memberships and segment scores. Real time bidding requests broadcast identifiers and contextual signals to a wide ecosystem of partners.

GDPR and ePrivacy

StackAdapt sets advertising cookies and shares identifiers with third parties. Article 5(3) ePrivacy requires prior consent. The IAB TCF v2.2 framework is the standard way for programmatic vendors to receive and act on consent and legitimate interest signals; StackAdapt is a registered TCF vendor.

Consent

Use a TCF v2.2 compliant Consent Management Platform. Block the StackAdapt pixel until the user has actively accepted advertising. Make refusal as easy as acceptance. Avoid pre selected purposes. Log the TC string and rely on it server side to gate any further sharing.

International transfers

Processing is split between Canada (covered by the EU adequacy decision for the commercial sector under PIPEDA) and the United States (SCCs and the EU US Data Privacy Framework, plus supplementary measures). Downstream SSPs and identity vendors carry their own transfer mechanisms.

Practical steps

Sign the StackAdapt DPA, deploy a TCF v2.2 CMP, audit the list of TCF vendors enabled, document StackAdapt and downstream partners in the records of processing, run a DPIA, set conservative audience retention, and review the integration after every TCF release.

Compliance

StackAdapt and the GDPR

StackAdapt 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
StackAdapt sets advertising cookies, fingerprints devices and shares identifiers with a third party DSP and downstream SSPs. Prior consent under article 5(3) ePrivacy is required. The TCF v2.2 framework is the standard way to capture and signal consent for programmatic vendors like StackAdapt.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, IAB TCF v2.2, national cookie laws (CNIL, BfDI, AEPD), Canadian PIPEDA, EU US Data Privacy Framework.

Impact assessment (DPIA)

A DPIA is required because StackAdapt performs systematic large scale profiling of website visitors for advertising and combines real time bidding identifiers across vendors. Document segmentation logic, TCF integration, retention, transfers to Canada (adequacy) and the US (SCCs and DPF), and the supplementary safeguards.

Sample text for your banner

We use StackAdapt to deliver our programmatic advertising and to retarget visitors. StackAdapt sets advertising cookies and may share identifiers with downstream ad networks. Data is processed in Canada under EU adequacy and in the United States under Standard Contractual Clauses. We will only activate StackAdapt if you accept advertising cookies.
Cookies and trackers

What StackAdapt sets and contacts

Tracking method
Programmatic advertising demand side platform. StackAdapt buys display, native, video, audio, connected TV and in app ad inventory in real time and powers retargeting through a JavaScript pixel that sets third party cookies, captures behavioural events and matches users to audiences across the StackAdapt network.
Server location
Canada and United States. StackAdapt is a Toronto based company with infrastructure in Canada and the United States. Real time bidding and ad delivery use distributed edge nodes worldwide.
Cookieless mode available
Yes
Data transferred outside the EU
EU visitor data is processed in Canada (adequacy decision under PIPEDA for commercial sector) and the United States. Transfers to the US rely on Standard Contractual Clauses and the EU US Data Privacy Framework where StackAdapt is certified.

Cookies set (2)

NameTypeDurationPurpose
sa-user-idpersistent1 yearStackAdapt third party user identifier used for retargeting, frequency capping and conversion attribution across the StackAdapt advertising network. Requires consent.
stkpersistent90 daysStackAdapt audience and segment identifier used to associate the visitor with one or more advertising segments. Requires consent.

Third-party domains contacted (4)

  • stackadapt.com
  • tags.srv.stackadapt.com
  • sync.srv.stackadapt.com
  • cdn.stackadapt.com
Questions

Frequently asked questions about StackAdapt

Can't find your question? Write to us, we answer fast.

What cookies does StackAdapt set?

StackAdapt sets a third party advertising cookie (typically a stk_ or sa_ prefix) used to identify the user across the StackAdapt advertising network for retargeting, frequency capping and conversion attribution. It may also write a first party cookie when deployed via a CNAME setup. All such cookies are advertising and require prior consent.

Does StackAdapt require consent?

Yes. StackAdapt is a programmatic advertising vendor that sets cookies and shares identifiers with downstream SSPs and partners. Article 5(3) ePrivacy requires prior consent. Use IAB TCF v2.2 to capture and signal consent across the bidding chain.

What is the legal basis?

Advertising and retargeting: consent under article 6(1)(a) GDPR and article 5(3) ePrivacy. Legitimate interest is not valid for cookie based ad tracking because it cannot override the prior consent requirement of ePrivacy.

Does StackAdapt transfer data outside the EU?

Yes. Processing happens in Canada and the United States. Canadian commercial sector benefits from the EU adequacy decision; US processing relies on SCCs and the EU US Data Privacy Framework where StackAdapt is certified. Downstream SSPs introduce additional transfer paths.

Do we need a DPIA?

Yes. StackAdapt performs large scale profiling and combines RTB identifiers across vendors. A DPIA should document the segmentation logic, retention, TCF integration, transfers, and the controls that prevent discriminatory targeting.

How do we implement StackAdapt compliantly?

Sign the DPA, deploy a TCF v2.2 CMP, block the StackAdapt pixel until consent is given, restrict enabled TCF vendors, document StackAdapt and downstream partners in the records of processing, run a DPIA and audit the audience segmentation for fairness.

What alternatives to StackAdapt exist?

Alternatives include The Trade Desk (US, EU options), DV360 (Google), Amazon DSP, Adform (Denmark, EU), Criteo (France, EU), Smartclip (Germany), Yieldlab (Germany), and EU first DSPs that simplify transfer compliance.

How do we update the cookie policy when using StackAdapt?

List the StackAdapt advertising cookie with vendor, purposes (retargeting, frequency capping, conversion attribution), retention and legal basis (consent). State the Canada and US processing. Refresh on each TCF release or sub processor change.

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