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Brazilian Data Management Platform that profiles visitors for audience targeting and resells segments to advertisers and DSPs.
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.
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.
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.
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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.
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.
Websites using Navegg must obtain user consent under GDPR regulations.
DPIA considerations
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 consent text
We use Navegg to better understand our audiences. With your consent, Navegg places cookies on your device and shares pseudonymous identifiers with advertising partners.
Third-party domains contacted
navegg.comnavdmp.comtag.navdmp.comcdn.navdmp.comCookies placed
| 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. |
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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.
Yes. All Navegg cookies are non essential. Article 5(3) ePrivacy requires explicit consent before the tag fires.
Consent (Art. 6(1)(a) GDPR) for cookies and profiling. Legitimate interest is not appropriate for behavioural advertising under EDPB Guidelines 8/2020.
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.
Yes. Profiling at scale combined with a third country transfer is a textbook Article 35 DPIA trigger.
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.
EU based or privacy first alternatives include Permutive, AdLib, RTB House contextual targeting, BlueConic and Eulerian. Each has a different cookie footprint and residency.
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.