> How Zeus Technology programmatic advertising uses cookies and identifiers, why GDPR and ePrivacy require consent and how publishers can deploy it compliantly. > > Canonical: https://www.flowconsent.com/en/services/advertising/zeus-technology Advertising # Zeus Technology Marketing · [Official website](https://www.zeustechnology.com) Zeus Technology is a United States programmatic advertising platform built for publishers. It combines real-time ad serving, audience insights, and a header bidding wrapper to maximise advertising revenue. Because it relies on advertising identifiers, it requires user consent before it can operate in the European Union. [Block Zeus Technology until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=advertising) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Advertising](https://www.flowconsent.com/en/services/advertising) - Consent Marketing - Prior consent Required - Documented cookies 4 - Third-party domains 2 - Servers United States Overview ## What does Zeus Technology do? ## **What Zeus Technology is** Zeus Technology is a programmatic advertising platform aimed at publishers in the United States and beyond. It provides real time ad serving, audience insights, and a header bidding wrapper that lets multiple demand partners compete for each ad impression. The goal is to help publishers increase yield while managing the technical complexity of modern advertising. ## **Data and cookies it uses** To deliver and measure advertising, Zeus Technology sets advertising cookies and reads identifiers tied to the visitor browser or device. These support cookie syncing with demand partners, frequency capping, and conversion measurement. The data involved is personal data under the GDPR because it can be used to single out and track an individual across sites. ## **GDPR and ePrivacy obligations** Storing and reading advertising identifiers on a user device is governed by Article 5(3) of the ePrivacy Directive, which requires prior consent for non essential storage. The subsequent processing of that data for advertising is governed by the GDPR, with consent under Article 6(1)(a) as the appropriate legal basis. Publishers act as controllers for the data collected on their sites and must ensure transparency and a valid lawful basis. ## **Consent and the IAB Europe TCF** Consent should be collected before any advertising cookie is set, typically through a consent management platform that supports the IAB Europe Transparency and Consent Framework. The TCF signal communicates the user choices to Zeus Technology and its demand partners. Users must be able to refuse as easily as they accept, and their decision must be respected across the advertising chain. ## **International data transfers** Zeus Technology is based in the United States, and advertising identifiers are shared with demand partners located outside the European Economic Area. These transfers rely on Standard Contractual Clauses, which should be supported by a transfer impact assessment and any necessary supplementary measures. Publishers should confirm the current transfer safeguards before enabling the platform. ## **Practical steps for compliance** Block Zeus Technology tags until consent is granted, document the cookies in your cookie policy, and configure your consent management platform to pass the correct TCF signals. Keep a record of consent, offer an easy way to withdraw it, and review the demand partner list and transfer safeguards periodically. Regular audits help ensure the live behaviour matches what users were told. Compliance ## Zeus Technology and the GDPR Zeus Technology 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) and ePrivacy Art. 5(3)), signalled via the IAB Europe TCF - Risk level high - Applicable regulations GDPR, ePrivacy Directive, IAB Europe TCF ### Impact assessment (DPIA) A data protection impact assessment is advisable because Zeus Technology involves large scale processing of advertising identifiers for behavioural advertising. Key considerations are (1) the scale and sensitivity of the data, since identifiers can profile users across many sites; (2) the legal basis, which must be valid consent collected before any cookie is set and signalled through the IAB Europe TCF; (3) transparency, ensuring users understand who the demand partners are and how their data is used; (4) international transfers to the United States and other third countries, which rely on Standard Contractual Clauses and require a transfer impact assessment; and (5) data subject rights, including straightforward ways to withdraw consent and to object to profiling. The assessment should also document retention periods and the measures that prevent tags from firing before consent. ### Sample text for your banner > We use advertising cookies from Zeus Technology to serve and measure personalised ads, which may share identifiers with partners in the United States. Click Accept to allow this or Reject to decline. Cookies and trackers ## What Zeus Technology sets and contacts - Tracking method Advertising cookies and identifiers for programmatic ad serving and measurement - Server location United States - Data transferred outside the EU Advertising identifiers are shared with demand partners outside the EEA, including the United States; transfers rely on Standard Contractual Clauses. ### Cookies set (4) | Name | Type | Duration | Purpose | | ---------- | ----------- | -------- | --------------------------------------------------------------------------------------------------- | | zeus\_uid | Advertising | 1 year | Stores a unique advertising identifier used to recognise the browser for programmatic ad targeting. | | zeus\_sync | Advertising | 90 days | Synchronises the advertising identifier with demand partners so bids can be matched to the user. | | zeus\_fcap | Advertising | 30 days | Tracks how often ads are shown to apply frequency capping and avoid over serving the same creative. | | zeus\_meas | Advertising | 90 days | Measures ad impressions, clicks, and conversions to report on campaign performance. | ### Third-party domains contacted (2) - `zeustechnology.com` - `cdn.zeustechnology.com` Questions ## Frequently asked questions about Zeus Technology Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### What cookies does Zeus Technology set? Zeus Technology sets advertising cookies and reads identifiers used for programmatic ad serving and measurement. These typically include an advertising identifier, a cookie used to sync identifiers with demand partners, a frequency capping cookie, and a measurement cookie. All of these are non essential and require consent in the European Union. ### Is consent required to use Zeus Technology? Yes. Because Zeus Technology stores and reads advertising identifiers on the user device, prior consent is required under Article 5(3) of the ePrivacy Directive. Consent is also the appropriate GDPR legal basis for the advertising processing that follows. Tags should not fire until the user has actively agreed. ### What is the legal basis for processing? The legal basis is consent under Article 6(1)(a) of the GDPR, combined with the prior consent requirement of Article 5(3) of the ePrivacy Directive. Legitimate interest is not appropriate for this kind of cross site advertising. Consent should be collected and signalled through the IAB Europe Transparency and Consent Framework. ### Does Zeus Technology transfer data to the United States? Yes. Zeus Technology is based in the United States and shares advertising identifiers with demand partners outside the European Economic Area. These transfers rely on Standard Contractual Clauses and should be supported by a transfer impact assessment. Publishers should verify the current safeguards and supplementary measures before enabling it. ### Is a DPIA needed for Zeus Technology? A data protection impact assessment is strongly advisable. The platform involves large scale, systematic processing of advertising identifiers for behavioural advertising, which is a high risk activity. The assessment should cover the legal basis, transparency, international transfers, retention, and data subject rights. ### How do I implement Zeus Technology compliantly? Block all Zeus Technology tags until the user grants consent through a TCF compatible consent management platform. Document the cookies in your cookie policy, pass the correct consent signals, and keep records of consent with an easy way to withdraw it. Review the demand partner list and transfer safeguards regularly to keep the deployment compliant. ### Are there alternatives to Zeus Technology? Alternatives include other programmatic and header bidding platforms, as well as contextual advertising solutions that target based on page content rather than personal identifiers. Contextual and cookieless approaches can reduce reliance on consent dependent tracking. The right choice depends on your revenue goals and your risk appetite. ### How should I update my cookie policy for Zeus Technology? List the Zeus Technology cookies by name, type, duration, and purpose, and explain that they support programmatic advertising and measurement. State that identifiers may be shared with demand partners in the United States under Standard Contractual Clauses. Tell users how to manage or withdraw consent through your consent banner. Same category ## More services: Advertising [See the whole category](https://www.flowconsent.com/en/services/advertising) ### [DynAd](https://www.flowconsent.com/en/services/advertising/dynad) [DynAd is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. DynAd enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. 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