Beeswax

Overview

Beeswax is a bidder-as-a-service (BaaS) platform that provides agencies, brands, and ad tech companies with the infrastructure to operate their own programmatic bidding systems without building and maintaining a custom DSP from scratch. Rather than using a shared DSP where bidding logic and audience data are commingled with other advertisers, Beeswax clients run their own isolated bidding environment — with custom bidding algorithms, proprietary audience segments, and direct supply path integrations — on top of Beeswax's cloud infrastructure.

Beeswax was acquired by FreeWheel (a Comcast company) in 2021 and operates as part of the FreeWheel programmatic advertising stack.

What This Script Does

Beeswax's presence on advertiser websites takes the form of a conversion and retargeting tracking pixel that feeds data into the client's custom bidding algorithms.

Scripts / pixels loaded: The Beeswax pixel is a JavaScript snippet or 1×1 image pixel that loads from a client-specific Beeswax domain or from sync.beeswax.com. Some deployments load via a tag management container (Google Tag Manager, Tealium) rather than directly.

Cookies set:

• bito — Third-party persistent cookie set on beeswax.com or bito.com (Beeswax's cookie sync domain). Stores a pseudonymous user identifier used for cross-site audience recognition, retargeting eligibility determination, and bid-level user matching. Expiry: 90–180 days.
• bitoIsSecure — Third-party cookie on bito.com. SSL/security flag companion to the bito cookie. Expiry: 90 days.
• Cookie sync pixels: Beeswax fires additional 1×1 pixel requests to partner data providers and supply-side platforms to sync user IDs across the ad tech ecosystem.

Data collected per pixel fire:

• Page URL and referrer
• IP address (for geolocation and fraud signals)
• User-Agent string
• Beeswax user identifier resolved from the bito cookie
• Conversion event data: event type, conversion value, product IDs (for e-commerce clients)
• Custom parameters passed by the advertiser (order IDs, loyalty tier, product category)

Bid algorithm inputs: Conversion events collected by the pixel feed the client's custom bidding algorithm, informing bid price adjustments for retargeting audiences, look-alike modelling, and conversion rate optimisation across programmatic campaigns.

Consent & Compliance

Consent category: Marketing

Beeswax pixels set persistent third-party tracking cookies and collect cross-site behavioural data for programmatic advertising — retargeting, frequency capping, and conversion attribution. This requires explicit opt-in consent under GDPR Article 6(1)(a) and the ePrivacy Directive before any pixel loading.

Under CCPA/CPRA, Beeswax's collection of conversion data and sharing of user identifiers with supply-side platforms and data sync partners constitutes a "sale" and "sharing" of personal information for cross-context behavioural advertising. Opt-out rights apply.

Beeswax is a registered IAB TCF vendor (as part of FreeWheel/Comcast's TCF footprint). Applicable TCF purposes include Purpose 1 (storage and access), Purpose 2 (basic ad selection), Purpose 3 (personalised ads profile), Purpose 4 (select personalised ads), and Purpose 7 (measurement).

Beeswax/FreeWheel participates in the EU-US Data Privacy Framework as part of Comcast's corporate certification.

Should You Block This Without Consent?

Yes. Beeswax is programmatic advertising infrastructure. Its tracking pixel sets persistent third-party cookies for cross-site user recognition and feeds custom bidding algorithms. Block until the visitor explicitly grants marketing consent.