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RTB House is a programmatic retargeting and advertising technology company headquartered in Warsaw, Poland, known for deep learning powered personalised retargeting bought through real time bidding. It sets retargeting cookies and pixels and builds behavioural profiles to bid on ad impressions across exchanges. Because it relies on cross site profiling and shares data with worldwide bidding partners, it requires prior consent, a data protection impact assessment and careful transfer safeguards under European privacy law.
RTB House is an advertising technology company headquartered in Warsaw, Poland, in the European Union. It is known for deep learning powered personalised retargeting that is bought through real time bidding on advertising exchanges. When a publisher or advertiser integrates its tags, RTB House recognises visitors, builds behavioural profiles and bids on ad impressions to show them tailored ads elsewhere on the web. In short, it is a cross site retargeting engine driven by automated bidding.
RTB House sets retargeting cookies and pixels in the browser, including a user identifier cookie such as uuid2, along with cookies like euubcr and _rtbh used for consent and bidding state. It records the pages and products a visitor views to build a behavioural profile. That profile feeds the real time bidding process, where signals about the user are shared with advertising exchanges so RTB House can bid on impressions. This is large scale profiling of individuals across many websites.
The retargeting cookies require prior consent under article 5(3) of the ePrivacy Directive. The behavioural profiling and bidding need a lawful basis under the GDPR, and for cross site advertising that basis is consent under article 6(1)(a). Legitimate interest is not appropriate here, because users do not reasonably expect their browsing to be broadcast to bidding partners. Because the processing is large scale profiling, it also engages the accountability and transparency duties of the GDPR.
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You must collect freely given, specific and informed consent before any RTB House cookie or pixel loads and before any bidding signal is sent. In practice this means integrating RTB House behind a consent management platform that supports the IAB Transparency and Consent Framework version 2.2. The consent string must be passed correctly so partners only process data for purposes the user accepted. Refusing must be as easy as accepting, and you must keep proof of the consent.
Although RTB House is based in the European Union, real time bidding shares data with advertising exchanges and partners worldwide, including the United States. These transfers should rely on the EU Standard Contractual Clauses, backed by a transfer impact assessment that examines the risk in each destination. The Transparency and Consent Framework helps signal user choices across the bidding chain. You should map which partners can receive data and confirm the safeguards before going live.
List RTB House in your cookie policy with the retargeting cookies, their purpose and duration. Gate the tags behind your consent banner and pass a valid Transparency and Consent Framework string, so nothing fires without consent. Sign a data processing agreement, complete a data protection impact assessment for the profiling, and document the transfers with Standard Contractual Clauses. Finally, test that withdrawing consent stops the cookies and removes the user from bidding.
Websites using RTB House must obtain user consent under GDPR regulations.
DPIA considerations
RTB House carries out large scale behavioural profiling and shares data through real time bidding, which triggers a mandatory data protection impact assessment under article 35 of the GDPR. Document the profiling logic, the categories of behavioural data, the retention of the profiles, the many bidding partners that may receive data, the international transfers and the consent mechanism. Address the systematic monitoring of users across sites and the safeguards that stop bidding before consent is given.
Sample consent text
We use RTB House to set retargeting cookies and to build an advertising profile that lets us show you personalised ads through real time bidding, which may share data with advertising partners worldwide. These tools only run after you accept marketing cookies. You can refuse or withdraw your consent at any time from our cookie settings.
Third-party domains contacted
rtbhouse.comcreativecdn.comeu.creativecdn.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| uuid2 | advertising | 12 months | RTB House user identifier that recognises the browser across sites to build a behavioural profile for retargeting and real time bidding. |
| euubcr | advertising | 12 months | Stores user related signalling, including consent and region state, used by RTB House in the bidding process. |
| _rtbh | advertising | 12 months | RTB House retargeting cookie that holds bidding and tracking state for personalised advertising. |
RTB House collects user analytics data — you legally need a consent banner. Try FlowConsent free.
RTB House sets retargeting cookies and pixels, including a user identifier cookie such as uuid2 that recognises the browser across sites. It also uses cookies like euubcr and _rtbh that hold consent and bidding state. These are non essential advertising cookies and require prior consent.
Yes. RTB House relies on retargeting cookies and on profiling for cross site advertising, so prior consent is required under article 5(3) of the ePrivacy Directive and article 6(1)(a) of the GDPR. No cookie or bidding signal should fire before the visitor accepts marketing cookies.
The lawful basis is consent. For cross site advertising and real time bidding, legitimate interest is not appropriate, because the broadcasting of behavioural data to many bidding partners goes beyond what a user would reasonably expect. You must obtain and record consent before activation.
Although RTB House is based in Poland in the European Union, real time bidding shares data with exchanges and partners worldwide, including the United States. These transfers should rely on the EU Standard Contractual Clauses and a transfer impact assessment, with consent signalled through the Transparency and Consent Framework.
Yes. The large scale behavioural profiling and the data sharing through real time bidding make a data protection impact assessment mandatory under article 35 of the GDPR. Document the profiling, the bidding partners, the transfers and the consent mechanism in the assessment.
Place RTB House behind a consent management platform that supports the IAB Transparency and Consent Framework version 2.2, and pass a valid consent string. List the cookies in your cookie policy, sign a data processing agreement and complete a DPIA. Test that withdrawing consent stops the cookies and removes the user from bidding.
Alternatives include contextual advertising that targets the page rather than the person, first party audience strategies, or privacy first measurement that avoids cross site profiling. RTB House is testing the Privacy Sandbox, but today it remains cookie based. Any retargeting option still requires consent.
Add an advertising section naming RTB House, list the retargeting cookies such as uuid2 with their purpose and duration, and explain that real time bidding may share data with partners worldwide. State the legal basis as consent and link to your cookie settings so visitors can withdraw at any time.