Confiant

Confiant works mainly as client side JavaScript that inspects ad creatives, so rather than a fixed set of named cookies it may set or read short lived identifiers and use browser storage to correlate the analysis of an ad impression. The exact identifiers depend on the integration and the ad partners involved, and they should be treated as advertising related.

In most cases yes. Because Confiant operates inside the advertising stack and can set or read identifiers on the device, it generally falls outside the strictly necessary exemption of the ePrivacy Directive, so prior consent should be collected before the tag loads. A pure security only deployment might be argued on legitimate interest, but the advertising context makes consent the safer basis.

The advertising verification function should rely on consent under the ePrivacy Directive and Article 6(1)(a) of the GDPR. Where a controller treats the malvertising and fraud detection function as a security measure, it may rely on legitimate interest under Article 6(1)(f), but it must document a balancing test and remember that consent is still needed for any non essential device access.

Yes, this is likely. Confiant is a United States company and its scanning telemetry is generally processed on US cloud infrastructure, so personal data such as IP address and device signals may be transferred outside the EEA. You need a valid transfer mechanism such as the EU US Data Privacy Framework or Standard Contractual Clauses together with a transfer risk assessment.

A data protection impact assessment is advisable. Confiant runs client side, can read device and browser signals that resemble fingerprinting and analyses very large volumes of ad impressions, which points toward high risk processing. Assess the data observed, the scale, the US transfers and the advertising partners involved, and record your conclusions.

Load the Confiant tag only after advertising consent is given through your consent management platform, disclose it in the advertising section of your cookie policy, sign a data processing agreement, confirm the transfer safeguard and add it to your records of processing. Test that declining consent fully blocks the script and provide an easy way to withdraw consent.

Other ad security and verification providers include solutions such as those from Human Security, GeoEdge, Integral Ad Science and DoubleVerify. Each carries similar privacy considerations because ad verification runs close to the user, so compare their data processing, server locations and transfer safeguards before switching.

Add Confiant to the advertising or marketing category of your cookie and privacy policy, explain that it inspects ads in the browser and may set identifiers and process device signals, name it as a recipient, state that data may be transferred to the United States under an appropriate safeguard and link to its privacy notice. Keep the consent records and the policy in step.