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Smart RTB

Smart RTB

European programmatic advertising exchange and header bidding solution for publishers. Smart (now Equativ) scripts participate in Prebid.js header bidding auctions and serve targeted display and video ads. Sets cookies for user ID sync and frequency capping.

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Overview

Smart RTB (now Equativ) is a European programmatic advertising exchange and header bidding solution for publishers. Its scripts participate in Prebid.js auctions and serve targeted display and video ads on publisher sites.

What This Script Does

  • Participates in header bidding auctions via Prebid.js integration
  • Serves display and video ad creatives on publisher pages
  • Sets cookies for user ID synchronization and frequency capping
  • Collects bid and impression data for auction analytics and revenue reporting

Consent & Compliance

  • Category: Marketing
  • GDPR: Requires explicit consent. As a European company, Equativ participates in the IAB TCF framework. Cookie syncing and targeted ad serving require user consent under GDPR.
  • CCPA: Sharing user data with demand partners during bidding constitutes selling or sharing personal information.
  • ePrivacy: Requires consent for cookies used for user identification, frequency capping, and cross-site tracking.

Should You Block This Without Consent?

Yes. This is a programmatic ad exchange that sets tracking cookies and syncs user identifiers across demand partners. Block until the user grants marketing consent.

Is Smart RTB GDPR compliant?

Smart RTB typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Smart RTB can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Smart RTB, not on Smart RTB itself.

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Consent Categories

Marketing

Also Known As

Smart RTBEquativSmart AdServerheader biddingEuropean programmaticPrebid SSP

Industries

Marketing and AdvertisingBusiness and Consumer Services

Tracked Domains (1)

Smart RTB's trackers are rarely seen, seen on a small share of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

smrtb.comMarketing

smrtb.com is a marketing domain operated by Smart RTB, used to serve ads, build audiences, and measure ad conversions. Seen on a small share of scanned sites.

Frequently Asked Questions

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