> Navegg builds advertising audiences from website visitors. Cookies and ID syncs require explicit consent and a Transfer Impact Assessment to Brazil.
>
> Canonical: https://www.flowconsent.com/en/services/analytics/navegg

Analytics

# Navegg

Analytics

Brazilian Data Management Platform that profiles visitors for audience targeting and resells segments to advertisers and DSPs.

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At a glance

- Category

  [Analytics](https://www.flowconsent.com/en/services/analytics)

- Consent

  Analytics

- Prior consent

  Required

- Documented cookies

  4

- Third-party domains

  4

- Servers

  Brazil (Navegg, Rio de Janeiro)

Overview

## 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.

Compliance

## 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.

Cookies and trackers

## 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.com`
- `navdmp.com`
- `tag.navdmp.com`
- `cdn.navdmp.com`

Questions

## 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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