Navegg
Brazilian Data Management Platform that profiles visitors for audience targeting and resells segments to advertisers and DSPs.
What does Navegg do?
What Navegg is
Navegg is a Brazilian Data Management Platform (DMP) used by publishers and advertisers to profile visitors, build audiences and resell segments to demand and supply side platforms. The platform combines a JavaScript tag with server side cohort building and identity syncing with major ad exchanges.
Cookies and data
The Navegg tag writes a first party visitor cookie (nvg_id), a third party cookie on navdmp.com (nvg_match) and synchronises identifiers with Google ad, AppNexus, Magnite, OpenX and other partners. The platform aggregates page categories, search keywords, content interactions and inferred interests.
GDPR and ePrivacy posture
All Navegg cookies are non essential and require consent under Article 5(3) ePrivacy. The profiling activity itself is a high risk processing under Article 35 GDPR, requiring consent and a DPIA. Navegg is registered in IAB TCF v2.2 so consent strings can be propagated.
Transfers to Brazil
Navegg processes data in Brazil. The 2024 partial adequacy decision covers specific public sector flows but not commercial DMPs. EU operators must rely on Standard Contractual Clauses, document a Transfer Impact Assessment and consider supplementary measures.
Implementation steps
Block the Navegg tag in your CMP, integrate IAB TCF v2.2 to propagate consent, sign the DPA and SCCs, complete a DPIA, document the audience segments in your RoPA and provide a clear opt out for users who change their mind.
Navegg and the GDPR
Navegg 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 (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy) for the Navegg cookies, the ID syncing with ad exchanges and the audience profiling. Legitimate interest is not appropriate for behavioural advertising under EDPB Guidelines 8/2020.
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive, IAB TCF v2.2, UK GDPR, LGPD
Impact assessment (DPIA)
A DPIA is required because Navegg performs large scale profiling with potentially significant effects on data subjects (advertising decisions, segment resale), combined with a third country transfer to Brazil.
Sample text for your banner
We use Navegg to better understand our audiences. With your consent, Navegg places cookies on your device and shares pseudonymous identifiers with advertising partners.
What Navegg sets and contacts
- Tracking method
- JavaScript Data Management Platform tag that builds visitor profiles for advertising activation. Uses first and third party cookies, ID syncing with multiple ad exchanges, server side cohort building and audience export to DSPs and SSPs.
- Server location
- Brazil (Navegg, Rio de Janeiro)
- Data transferred outside the EU
- Navegg processes profiling data on Brazilian infrastructure. Brazil benefits from a partial GDPR adequacy decision since 2024 covering specific public sector flows, not commercial DMPs. Standard Contractual Clauses are required and a Transfer Impact Assessment must be documented.
Cookies set (4)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| nvg_id | first_party | 1 year | Persistent first party visitor identifier used by Navegg to attribute browsing behaviour to a single profile. |
| nvg_match | third_party | 1 year | Third party cookie set on navdmp.com used to synchronise Navegg identifiers with partner ad exchanges. |
| nvg_seg | first_party | 6 months | Stores the cached audience segment membership computed by Navegg for the visitor. |
| euconsent-v2 | first_party | 6 months | IAB Transparency and Consent Framework consent string propagated by Navegg to advertising partners. |
Third-party domains contacted (4)
navegg.comnavdmp.comtag.navdmp.comcdn.navdmp.com
Frequently asked questions about Navegg
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What cookies does Navegg set?
nvg_id (first party visitor identifier), nvg_match (third party cookie on navdmp.com used for ID sync) and partner cookies set via piggyback by the matched ad exchanges.
Is consent required for Navegg?
Yes. All Navegg cookies are non essential. Article 5(3) ePrivacy requires explicit consent before the tag fires.
What is the legal basis for Navegg processing?
Consent (Art. 6(1)(a) GDPR) for cookies and profiling. Legitimate interest is not appropriate for behavioural advertising under EDPB Guidelines 8/2020.
Does Navegg transfer data to a third country?
Yes, to Brazil. The 2024 adequacy decision covers only specific public sector flows, not commercial DMPs. SCCs are required and a TIA must be documented.
Do I need a DPIA for Navegg?
Yes. Profiling at scale combined with a third country transfer is a textbook Article 35 DPIA trigger.
How do I implement Navegg compliantly?
Block the tag in your CMP, integrate IAB TCF v2.2, sign DPA and SCCs, complete a DPIA, document segments and provide a clear withdrawal mechanism.
What are the alternatives to Navegg?
EU based or privacy first alternatives include Permutive, AdLib, RTB House contextual targeting, BlueConic and Eulerian. Each has a different cookie footprint and residency.
How do I update my cookie policy when adding Navegg?
List nvg_id and nvg_match with name, purpose, retention and processor (Navegg, Brazil). Mention the third country transfer and the SCCs in your privacy notice.
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