Does your website use third-party services? Get GDPR compliant in minutes.
Try FlowConsentFree plan · 10-min setup
Teads is one of the leading outstream video advertising platforms in Europe, originally a French company headquartered in Luxembourg. Following the 2024 merger with US based Outbrain, the combined company operates as Teads. The platform renders video ads inside editorial content via a JavaScript SDK that sets cookies for frequency capping, audience targeting and viewability measurement. Teads is registered as an IAB Europe TCF v2.2 vendor (ID 132).
Teads is one of the largest outstream video advertising platforms in the world, originally founded in France by Pierre Chappaz and Bertrand Quesada and headquartered in Luxembourg. It pioneered the in read and in flow video ad formats that appear inside editorial articles rather than before or after video content. In 2024, Altice sold Teads to the US based Outbrain, and the combined company now operates under the Teads brand with publisher contracts still issued by Teads SA in Luxembourg. Teads is a registered IAB Europe TCF v2.2 vendor (ID 132).
The Teads SDK loads from teads.tv or s.teads.tv and sets several cookies including tds, tradedoubler and IAB TCF v2.2 vendor cookies. It transmits the publisher URL, the visitor''s IP address, the user agent, the viewability state of the ad slot, impression and click events, and the IAB consent string from the publisher''s CMP. For audience targeted campaigns, Teads also reads segment cookies from its identity graph and from DSP partners. Following the Outbrain merger, some of this data flows to Outbrain infrastructure in the US for cross publisher audience reconciliation.
Because Teads writes cookies that are not strictly necessary, ePrivacy Art. 5(3) requires prior informed consent before the SDK may run. Under the GDPR, consent under Art. 6(1)(a) is the appropriate basis for advertising cookies, even though Teads itself declares legitimate interest under TCF for certain purposes. Publishers using Teads should configure their CMP so that Teads (vendor 132) fires only when the relevant TCF purposes are granted. The Belgian APD ruling on IAB Europe applies by extension to Teads as a TCF vendor.
Get GDPR compliant in 10 minutes
Free plan available · No credit card required
Teads offers a Cookieless Translator product that uses contextual targeting (page content analysis), probabilistic audience modelling and Google Topics API integration to deliver targeted advertising without persistent identifiers. This is a strong option for publishers in privacy sensitive markets or for visitors who refuse consent. Cookieless contextual targeting falls outside ePrivacy Art. 5(3) but processing of IP addresses, page URLs and user agent fingerprints still requires a GDPR legal basis, typically legitimate interest.
Historically Teads processed European traffic in EU infrastructure with limited cross border data flows. Since the 2024 merger with Outbrain (US), the combined identity graph runs partly on US infrastructure for cross publisher audience reconciliation. Publishers should review the new Teads DPA and Standard Contractual Clauses, update their Transfer Impact Assessment for US CLOUD Act exposure, and disclose the US transfer in their privacy notice and cookie policy.
Configure the Consent Management Platform so that Teads (TCF vendor 132) fires only when the relevant purposes are granted. Use the Teads Cookieless Translator where consent rates are low or where the audience strategy allows contextual delivery. Sign the latest Teads DPA and SCCs, including post Outbrain merger updates. List the Teads cookies in the cookie policy and disclose Teads as a recipient in the privacy notice. Document the processing in the record of processing including the legal basis, transfer mechanism and audience targeting use case.
Websites using Teads must obtain user consent under GDPR regulations.
DPIA considerations
Teads writes the tradedoubler and tds cookies, plus IAB TCF v2.2 vendor cookies on the tdid.net domain, to manage frequency capping, audience segments and viewability. DPIA considerations: (1) cookies are persistent online identifiers and personal data under the GDPR; (2) since the 2024 merger with Outbrain Inc. (US), some processing has shifted to US infrastructure for audience graph reconciliation, even though the publisher contract is with Teads SA in Luxembourg; (3) Teads is a TCF v2.2 vendor (ID 132) and relies on the publisher's CMP for consent and legitimate interest signals; (4) Teads offers a Cookieless Translator product that uses contextual targeting and probabilistic audience modelling without persistent identifiers, which is a privacy positive option for publishers; (5) the Belgian APD ruling on IAB Europe and ongoing scrutiny of TCF apply by extension. A DPIA is recommended for publishers integrating Teads, particularly when relying on audience targeting rather than purely contextual delivery.
Sample consent text
We use Teads (Teads SA, Luxembourg, since 2024 part of Teads Holding Co.) to deliver video advertising inside our editorial content. Teads places cookies on your device to limit how often you see the same ad, measure ad viewability and select ads relevant to you. Some data may be transferred to Teads infrastructure in the United States following the Outbrain merger. We rely on your consent expressed through our IAB TCF v2.2 banner (Teads vendor ID 132).
Third-party domains contacted
teads.tvs.teads.tva.teads.tvr.teads.tvt.teads.tvCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| tds | Marketing / Advertising | 1 year | Set by Teads. Persistent identifier used by the Teads SDK for frequency capping, viewability measurement and audience segmentation across publishers in the Teads inventory. |
| tradedoubler | Marketing / Advertising | 1 year | Set by Teads on the tradedoubler.com domain. Used in cross network audience syncing to match the Teads identifier with DSP partner identifiers for retargeting and audience extension. |
| tds_data | Marketing / Advertising | 13 months | Set by Teads. Stores compact audience segment memberships used by Teads campaigns for targeting and reporting, without sending the full segment list to the operator's page. |
| _te_data | Marketing / Advertising | 1 year | Set by Teads. Stores aggregated performance metrics (impressions seen, click history, completion rate) used to optimise ad delivery to the same visitor. |
| tds_uid | Marketing / Advertising | 1 year | Set by Teads. Universal user identifier mapped to the broader Teads identity graph post Outbrain merger, used for cross publisher audience reconciliation. |
Teads places tracking cookies for advertising — comply with GDPR using FlowConsent.
Teads writes the tds and tradedoubler cookies (typically 1 year lifetime) for frequency capping and audience tracking, plus IAB TCF v2.2 vendor cookies on the tdid.net domain. Additional segment cookies may be set when audience targeting is enabled. The Teads Cookieless Translator product avoids persistent identifiers entirely.
Yes. Teads is an IAB Europe TCF v2.2 vendor (ID 132). The cookies it sets are not strictly necessary, so ePrivacy Art. 5(3) requires prior informed consent. The publisher's CMP must gate Teads behind the granted TCF purposes before the SDK loads.
Consent (GDPR Art. 6(1)(a)) for cookies and audience targeting. Teads itself declares legitimate interest under TCF for some processing (e.g. limited ad measurement), but operators should rely on consent as the safer interpretation under EDPB and CNIL guidance.
Historically Teads processed European traffic in EU infrastructure. Since the 2024 merger with Outbrain Inc. (US), part of the audience graph reconciliation runs on US infrastructure. Operators should review the latest Teads DPA and disclose the US transfer in their privacy notice and cookie policy.
A DPIA is recommended when Teads is used with audience targeting beyond pure contextual delivery. The cross publisher identity graph, the recently introduced US data flows and the IAB TCF context combine to a high risk processing profile that benefits from a documented DPIA.
Configure the CMP so Teads (TCF vendor 132) fires only when the granted purposes match its declarations. Use Teads Cookieless Translator for visitors who refuse consent or for pure contextual targeting strategies. Sign the latest Teads DPA and SCCs. List Teads cookies in the cookie policy and disclose Teads as a recipient in the privacy notice.
Other outstream video platforms include Connatix (US), Anyclip (US), Aniview (Israel), Verizon Media (now Yahoo), Magnite Streaming, and the Google Ad Manager video product. EU based alternatives include Adform (Denmark) and Smart AdServer (now Equativ, France).
List the Teads cookies (tds, tradedoubler) under marketing/advertising. Name Teads SA (Luxembourg, now part of Teads Holding Co.) as a recipient and reference the IAB TCF v2.2 vendor ID 132. Disclose the post Outbrain merger US transfer with the appropriate transfer mechanism. Provide a working withdrawal link in the footer that reopens the consent banner.