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.

Back to Vendor Library

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.

Visit website

Consent Categories

Marketing

Also Known As

Smart RTBEquativSmart AdServerheader biddingEuropean programmaticPrebid SSP

Industries

Marketing and AdvertisingBusiness and Consumer Services

Tracked Domains (1)

smrtb.comMarketing

Frequently Asked Questions

Does Smart RTB (Equativ) require consent?

Yes. Smart RTB is a programmatic ad exchange that sets tracking cookies and syncs user identifiers across demand partners. As an IAB TCF participant, it explicitly requires user consent under GDPR before any cookie syncing or targeted ad serving occurs.

How does Smart RTB participate in ad auctions?

Smart RTB integrates with Prebid.js header bidding to compete in programmatic ad auctions. It serves display and video ad creatives, sets frequency capping cookies, and syncs user IDs with demand partners to enable targeted advertising on publisher pages.

How does ConsentStack handle Smart RTB?

ConsentStack blocks Smart RTB scripts until the visitor grants marketing consent. This prevents cookie syncing and user ID transmission to demand partners before consent is given, keeping the site compliant with GDPR and IAB TCF requirements. ConsentStack enforces this automatically.

Related Vendors

Google Ads
Google Ads
Google Ads is Google's advertising platform for search, display, and remarketing campaigns. Conversion tracking scripts fire on advertiser landing pages to measure actions taken after ad clicks. The remarketing tag builds audience lists for retargeting users across Google's ad network.
Google
Google
Google is the dominant provider of web analytics, advertising, and infrastructure tools. Scripts like Google Analytics, Tag Manager, Ads, and reCAPTCHA collect behavioral data, manage tag firing, serve targeted ads, and detect bots. Sets persistent cookies to track users and correlate activity across sites.
Microsoft Dynamics 365
Microsoft Dynamics 365
Microsoft Dynamics 365 is a suite of CRM and ERP applications that integrates with websites through tracking scripts and embedded forms. Web tracking code captures visitor behavior, page views, and form submissions to build customer profiles and score leads. Sets cookies to identify returning visitors and attribute marketing touchpoints across sessions.
Microsoft
Microsoft
Runs Clarity (session recording and heatmaps), the Microsoft Advertising UET tag (conversion tracking), and Bing's remarketing pixel. Clarity injects a recording script that captures mouse movements, clicks, and rage clicks. The UET tag fires conversion events to tie ad clicks to on-site actions across Microsoft's ad network.
Microsoft Advertising UET Tag
Microsoft Advertising UET Tag
Microsoft Advertising UET Tag is the Universal Event Tracking pixel for Microsoft's ad platform, formerly Bing Ads. The JavaScript tag fires on advertiser websites to track page views, conversions, and custom events for campaign optimization. Sets cookies to identify visitors across sessions and attribute conversions to Microsoft Search and Audience Network ad clicks.
LinkedIn Ads
LinkedIn Ads
LinkedIn Ads is LinkedIn's advertising platform for B2B marketing and professional audience targeting. Conversion tracking scripts and pixels fire on advertiser websites to measure sign-ups, downloads, and purchases driven by LinkedIn ad campaigns. Sets cookies for audience matching, retargeting list building, and cross-device attribution reporting.

Manage consent for Smart RTB

ConsentStack automatically detects and manages Smart RTB trackers so your site stays compliant with global privacy regulations.

Get started