Marfeel
Marfeel is a publisher analytics and audience platform that tracks reader engagement and loyalty through a JavaScript SDK, building visitor profiles to help publishers grow audiences and revenue.
What does Marfeel do?
What Marfeel is
Marfeel is a content intelligence and audience analytics platform built for digital publishers. Through a JavaScript SDK embedded on the publisher site, it measures how readers engage with content, tracks loyalty and journey stage, and turns that data into insights that help publishers grow their audience and advertising revenue. It is an adtech and analytics tool, so tracking individual reader behaviour is central to how it works.
What data and cookies it collects
The Marfeel SDK sets first party cookies including _nrbi, which stores persistent visitor data such as a unique identifier, first and previous visit times and original referrer, and _nrbic, which holds current session data. This information can also live in local and session storage. Marfeel additionally sets a third party cookie on the domain events.newsroom.bi to reconcile the same user across several of the publisher's root domains, and may set further cookies such as compass identifiers for analytics.
GDPR and ePrivacy implications
Because Marfeel stores identifiers and builds persistent reader profiles, it processes personal data under the GDPR and falls squarely within the ePrivacy rules on storing and accessing information on a device. These are non essential analytics and audience cookies, so prior consent is required before the SDK writes them. The cross domain reconciliation through events.newsroom.bi raises the sensitivity further, as it links a reader across multiple sites.
Consent and data transfers
Marfeel is designed to use storage only when the reader gives consent through the publisher's consent management platform, and it integrates with the IAB Transparency and Consent Framework. Publishers must therefore wire Marfeel to fire only after an affirmative opt in. Marfeel is headquartered in the EU, but cloud infrastructure and sub processors may operate in the United States, so confirm whether transfers rely on the EU US Data Privacy Framework or standard contractual clauses.
Practical compliance steps
Place Marfeel behind your consent management platform so it loads only after analytics consent, map the _nrbi, _nrbic and events.newsroom.bi cookies in your cookie policy, and define retention periods. Sign a data processing agreement, confirm any US sub processors and the transfer mechanism, and run a DPIA given the scale of behavioural profiling. Provide a clear opt out and honour rejection signals from the consent framework.
Marfeel and the GDPR
Marfeel is classified as “Analytics”. 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 for the analytics and audience profiling cookies and identifiers, captured through the publisher consent management platform before the SDK stores data
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive, IAB Transparency and Consent Framework, EU US Data Privacy Framework where applicable
Impact assessment (DPIA)
A DPIA is recommended. Marfeel performs systematic monitoring of reader behaviour and builds persistent visitor profiles segmented by loyalty, journey stage and consent status, which is large scale behavioural processing. Assess the persistent _nrbi identifier, the cross domain reconciliation cookie on events.newsroom.bi, retention periods, any US sub processors, and ensure the SDK only stores data after the reader consents through your CMP.
Sample text for your banner
We use Marfeel to understand how readers engage with our content and to grow our audience. With your consent, Marfeel stores first party and cross domain cookies and identifiers to recognise returning readers and measure loyalty. You can accept or reject this analytics tracking and change your choice at any time in our cookie settings.
What Marfeel sets and contacts
- Tracking method
- JavaScript SDK on the publisher site that builds persistent and session visitor profiles using first party cookies and local storage, plus a third party cookie on events.newsroom.bi to reconcile users across the publisher's domains
- Server location
- European Union (Marfeel is headquartered in Barcelona, Spain) with use of cloud infrastructure that may include US based providers
- Data transferred outside the EU
- Marfeel is an EU company, but as an analytics and audience platform it may rely on cloud infrastructure and sub processors that operate in the United States. Where personal data reaches US based services, transfers should be covered by the EU US Data Privacy Framework or standard contractual clauses, which the publisher should verify in the data processing agreement.
Cookies set (5)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _nrbi | Analytics | 1 year | Persistent first party visitor identifier storing unique id, first and previous visit times and original referrer. |
| _nrbic | Analytics | Session | Stores current session browsing data such as visit start time, referrer domain and landing page. |
| events.newsroom.bi | Analytics | 1 year | Third party cookie used to reconcile the same user across the publisher root domains within one account. |
| compass_uid | Analytics | 1 year | Compass analytics identifier used to recognise returning visitors for audience reporting. |
| compass_sid | Analytics | Session | Compass analytics session identifier for the current browsing session. |
Third-party domains contacted (4)
newsroom.bievents.newsroom.bimarfeel.commarfeelcache.com
Frequently asked questions about Marfeel
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Which cookies does Marfeel set?
Marfeel sets first party cookies including _nrbi for persistent visitor data and _nrbic for the current session, plus compass identifiers for analytics. It also sets a third party cookie on events.newsroom.bi to reconcile the same reader across the publisher domains. This data may also be mirrored in local and session storage.
Is consent required?
Yes. These are non essential analytics and audience cookies that store identifiers and build reader profiles, so prior consent is required under the ePrivacy Directive. Marfeel is designed to store data only after the reader opts in through the publisher consent management platform.
What is the legal basis for processing?
The lawful basis is consent. Because the processing involves persistent identifiers and behavioural profiling rather than strictly necessary functions, legitimate interest is not a safe basis, and the consent must be specific, informed and freely given.
Does it transfer data to the US or third countries?
Possibly. Marfeel is headquartered in the EU, but its cloud infrastructure and sub processors may operate in the United States. Confirm in the data processing agreement whether any US transfers rely on the EU US Data Privacy Framework or standard contractual clauses.
Do I need a DPIA?
Yes, a DPIA is recommended. Marfeel carries out systematic, large scale monitoring of reader behaviour with persistent profiles and cross domain reconciliation, which are classic triggers for a mandatory impact assessment under the GDPR.
How do I implement it compliantly?
Load Marfeel only after analytics consent is given, integrate it with your IAB consent framework, and honour rejections. Document the cookies and retention in your policy, sign a data processing agreement, confirm transfer mechanisms, and complete a DPIA before launch.
What are privacy friendly alternatives?
Privacy first analytics such as Plausible, Matomo with anonymisation, or Fathom collect far less personal data and avoid cross domain profiling. They suit publishers who want audience insight without building persistent identifier based reader profiles.
How do I update my cookie policy?
List the _nrbi, _nrbic, compass and events.newsroom.bi cookies with their purpose, type and duration, and classify them as analytics requiring consent. Disclose the cross domain reconciliation and any US sub processors, and keep the policy synchronised with your consent banner.
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