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CXDP

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CXDP (Customer Experience Data Platform) is a Russian customer data platform developed by SMS Traffic, a messaging company active for more than 20 years. It merges customer data from websites, apps, CRM and loyalty programmes into profiles and sends personalised SMS, email, push, Viber, WhatsApp and Telegram campaigns. On a website, its JavaScript pixel tracks visitor behaviour and sends it to servers in Russia, so it requires prior consent.

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Overview

What does CXDP do?

What is CXDP?

CXDP (Customer Experience Data Platform) is a customer data platform built in Russia by SMS Traffic, a company that has provided business messaging for more than 20 years. The development unit is a Skolkovo resident and the product is presented as a fully domestic solution with servers in Russia. CXDP collects and unifies customer data from websites, mobile apps, CRM systems and loyalty programmes, builds customer profiles, and uses them for segmentation, analytics and multichannel campaigns: SMS, email, mobile push, Viber, WhatsApp, Telegram bots, landing pages and lead forms. It is unrelated to Wiraya or other products with similar names.

How CXDP appears on a website

Companies install a CXDP pixel, a JavaScript snippet generated in the platform, on their website. Detection tools recognise it by the script loaded from api.cxdp.ru. The pixel records default events such as web visits, web logins, link openings, form submissions, subscriptions and orders, as well as custom events defined by the company. Each pixel is tied to a domain and can optionally capture data from forms on the page.

Cookies and personal data

CXDP's documentation states that the pixel continuously tracks user behaviour: pages visited, clicks on buttons and links, form filling, geolocation data, interests, browser and operating system. To recognise returning visitors, such a pixel relies on an identifier stored in the browser, but we have not verified the exact cookie names, so none are listed here. When forms are captured, names, email addresses and phone numbers can be attached to the profile and later used for messaging.

GDPR and consent

Because the pixel stores and reads identifiers on the visitor's device and builds marketing profiles, it needs prior opt-in consent under the ePrivacy Directive and GDPR, and must not load before the visitor accepts the marketing category. Data is sent to Russia, which has no EU adequacy decision, and there is no simple safeguard for such transfers, so EU-facing sites should assess the risk carefully before using CXDP. Russian Federal Law 152-FZ also applies to the processing on the provider side.

Practical steps

  • Load the api.cxdp.ru pixel only after marketing consent.
  • Disable form capture on pages where it is not needed.
  • Disclose SMS Traffic and the transfer to Russia in your privacy notice.
  • Run a scan to list the cookies or storage entries the pixel actually sets on your site.
Compliance

CXDP and the GDPR

CXDP is classified as “Marketing”. 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 Directive)
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, Russian Federal Law 152-FZ on Personal Data

Impact assessment (DPIA)

A DPIA is strongly recommended. CXDP combines continuous behavioural tracking, profiling for targeted messaging and possible form capture, and sends the data to Russia, where EU transfer safeguards are hard to rely on. Document the transfer risk assessment and limit the events and form fields collected.

Sample text for your banner

With your consent, we use CXDP, a customer data platform from SMS Traffic, to record your visits and actions on this site and personalise our messages to you. The data is processed on servers in Russia.
Cookies and trackers

What CXDP sets and contacts

Tracking method
JavaScript pixel loaded from api.cxdp.ru that records page visits, clicks, form submissions and custom events into customer profiles
Server location
Russia
Data transferred outside the EU
Russia: CXDP is developed by SMS Traffic and its servers are located in Russia, a country without an EU adequacy decision.

Third-party domains contacted (1)

  • api.cxdp.ru
Questions

Frequently asked questions about CXDP

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Who develops CXDP?

CXDP is developed by SMS Traffic, a Russian business messaging company with more than 20 years of activity. Its development unit is a Skolkovo resident.

What does the CXDP pixel track?

Page visits, clicks on buttons and links, form submissions, logins, orders and custom events, plus browser, operating system and approximate location. With form capture enabled, it can also attach contact details to a profile.

Where is CXDP data stored?

On servers in Russia, according to the provider. Russia has no EU adequacy decision, which makes transfers from the EU difficult to justify.

Does CXDP require cookie consent?

Yes. It stores identifiers in the browser and builds marketing profiles, so it must only load after the visitor accepts marketing cookies.

Is CXDP related to Wiraya?

No. Wiraya is a Swedish customer engagement company. CXDP is a separate Russian product from SMS Traffic.

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