> How Realytics links TV spots to website visits, why its attribution cookie needs consent under CNIL guidance and how it keeps data within the EU. > > Canonical: https://www.flowconsent.com/en/services/analytics/realytics Analytics # Realytics Analytics Realytics is a French TV attribution analytics company based in Paris. It measures how television advertising influences web traffic and conversions, a practice known as drive to web. Its tag captures site visits and sessions correlated with the airing of TV spots, using a cookie and an IP based analysis. Because this involves analytics and advertising attribution, it needs consent under the GDPR and the ePrivacy rules. [Block Realytics until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=analytics) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Analytics](https://www.flowconsent.com/en/services/analytics) - Consent Analytics - Prior consent Required - Documented cookies 3 - Third-party domains 4 - Servers France / European Union Overview ## What does Realytics do? ## **What Realytics is** Realytics is a French analytics company based in Paris that specialises in television attribution. It measures how TV advertising influences web traffic and online conversions, a discipline often called drive to web. When a brand airs a spot, Realytics looks at the spike in site visits that follows and links it to the broadcast. This gives advertisers a clearer view of how their television budget performs online. ## **Data and cookies** The Realytics tag captures site visits and sessions and correlates them with the timing of TV spot airings. To do this it uses a cookie, such as an attribution identifier, together with an analysis based on IP address and time. The data involved includes online identifiers and browsing behaviour, which are personal data under the GDPR. Even though the goal is statistical measurement, the tracking is not strictly necessary to deliver the website. ## **GDPR and ePrivacy** The Realytics cookie falls under article 5(3) of the ePrivacy Directive, which requires prior consent for storage that is not strictly necessary. The French regulator, the CNIL, treats advertising attribution as a purpose that needs consent rather than an exemption. The processing of the collected data is then governed by the GDPR, with consent as the legal basis under article 6(1)(a). Publishers in the European Union should therefore load the tag only after the visitor agrees. ## **Consent** Consent must be freely given, specific, informed and unambiguous, and refusing must be as easy as accepting. In line with CNIL guidance, the Realytics tag should stay blocked until the visitor opts in through a consent banner. The banner should clearly describe the television attribution purpose so the choice is meaningful. Visitors must also be able to withdraw their consent at any time without penalty. ## **Data location and transfers** Realytics is a French provider that processes data within the European Union, so the core service does not require any transfer to a third country. This keeps the international transfer risk low compared with tools hosted outside the European Economic Area. You should still verify the location of any sub processor named in the contract, since hosting or support partners can change. Documenting where the data is processed remains a good practice for accountability. ## **Practical compliance** To use Realytics lawfully, gate the tag behind a consent management platform so it loads only after opt in. Describe the attribution cookie in your cookie policy, mention Realytics in your privacy notice and sign a data processing agreement that lists any sub processor. Keep proof of consent and review the configuration when campaigns or partners change. With these steps, advertisers can measure their television impact while respecting the rights of website visitors. Compliance ## Realytics and the GDPR Realytics 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)) and ePrivacy art. 5(3) consent for the analytics and advertising attribution cookie, in line with CNIL guidance. - Risk level medium - Applicable regulations GDPR, ePrivacy Directive 2002/58/EC, CNIL guidance on cookies, TTDSG (Germany), LOPDGDD (Spain), LIL (France) ### Impact assessment (DPIA) Realytics correlates television airings with website visits using a cookie and IP based analysis, which involves online identifiers and behavioural data. A screening assessment helps decide whether a full data protection impact assessment is needed, especially around the scale of analytics, the retention of the attribution cookie and the role of any sub processor. Data stays within the European Union for the core service, which lowers the transfer risk. ### Sample text for your banner > We use Realytics to understand whether our television advertising brings visitors to this site. With your consent, Realytics sets an attribution cookie and analyses session data to link your visit with recent TV spots. You can accept or refuse this measurement, and you can change your choice at any time. Cookies and trackers ## What Realytics sets and contacts - Tracking method web analytics tag correlating visits with TV advertising airings - Server location France / European Union ### Cookies set (3) | Name | Type | Duration | Purpose | | ------------ | ----------------------- | --------------- | ------------------------------------------------------------------------------------------------------------ | | rl\_visitor | first party attribution | up to 13 months | Stores a persistent visitor identifier used to correlate a website visit with the airing of a TV spot. | | rl\_session | first party analytics | session | Identifies a single browsing session so visits can be grouped and matched to recent television advertising. | | rl\_campaign | first party advertising | up to 6 months | Stores the TV campaign context linked to a visit so the airing can be matched to later activity on the site. | ### Third-party domains contacted (4) - `realytics.io` - `static.realytics.io` - `tag.realytics.io` - `cdn.realytics.io` Questions ## Frequently asked questions about Realytics Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### What cookies does Realytics use? Realytics relies on an attribution cookie, often a visitor identifier such as rl\_visitor, together with a session value such as rl\_session. The cookie helps connect a website visit to a recent TV spot, supported by an analysis based on IP address and time. Because the purpose is advertising attribution, the cookie needs consent. ### Is consent required for Realytics? Yes. The Realytics cookie falls under article 5(3) of the ePrivacy Directive, so prior consent is needed before it is stored. The CNIL treats television attribution as a purpose that requires consent. The related processing relies on consent under article 6(1)(a) of the GDPR. ### What is the legal basis for Realytics? The legal basis is consent, both to store the attribution cookie under ePrivacy and to process the data under article 6(1)(a) of the GDPR. The CNIL guidance does not exempt advertising measurement from consent. You should record each consent decision and let visitors withdraw it easily. ### Does Realytics transfer data outside the EU? For the core service, no. Realytics is a French provider that processes data within the European Union, so no transfer to a third country is required. You should still check the contract for any sub processor that might be located elsewhere. Keeping data in the European Economic Area lowers the transfer risk. ### Do I need a DPIA for Realytics? A full data protection impact assessment is not always mandatory, but a short screening is wise. Consider the scale of the analytics, the duration of the attribution cookie and the role of any sub processor. Because data stays within the European Union and the purpose is statistical, the risk is usually moderate rather than high. ### How do I implement Realytics in a compliant way? Load the Realytics tag only after opt in through a consent management platform. Describe the attribution cookie in your cookie policy, mention Realytics in your privacy notice and sign a data processing agreement that lists any sub processor. Keep proof of consent and review the configuration when campaigns change. ### Are there alternatives to Realytics? Other television attribution and web analytics tools exist, including providers hosted within the European Union. The right choice depends on your campaigns, your reporting needs and where the data is processed. Whatever the tool, consent and a clear legal basis remain necessary for advertising attribution. ### How should I update my cookie policy for Realytics? Add an entry that names the Realytics attribution cookie, its purpose of television attribution and its duration. State that data is processed within the European Union and explain how visitors can refuse or withdraw consent. 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