1. What Are Cookies?
Cookies are small text files stored on your device (computer, tablet, or phone) when you visit a website. They allow websites and ad networks to recognize your device on subsequent visits, enabling functions like staying logged in, remembering preferences, and serving relevant advertising.
Similar technologies include:
- Web beacons / pixels: Tiny images (often 1×1 pixel) embedded in web pages or emails to track when they've been viewed.
- Local storage: Similar to cookies but stored in your browser's local storage, often with a longer lifespan.
- Fingerprinting: Inferring device identity from browser and hardware characteristics. Adverteks uses this only for fraud detection, not for behavioral profiling.
2. Who Sets Cookies?
When you visit a publisher site that uses Adverteks ad tags, two types of cookies may be set:
- First-party cookies: Set by the publisher's domain (e.g.,
example-publisher.com). These are controlled by the publisher.
- Third-party cookies: Set by Adverteks or its partners from a different domain (e.g.,
ads.adverteks.com). These are what this Cookie Policy primarily addresses.
Adverteks acts as a third-party cookie setter when our ad tags are loaded on publisher websites.
3. Cookie Categories
These cookies are essential for the Platform to function. They cannot be disabled for users of the Adverteks dashboard (publishers and advertisers).
| Cookie Name |
Purpose |
Duration |
atx_session |
Maintains your login session in the publisher/advertiser dashboard |
Session |
atx_csrf |
CSRF protection token for form submissions |
Session |
These cookies enable core ad serving functionality, including preventing the same ad from being shown too many times to the same user.
| Cookie Name |
Purpose |
Duration |
atx_uid |
Pseudonymous user identifier for frequency capping and ad targeting |
365 days |
atx_fc |
Frequency cap counter — tracks how many times ads have been seen |
30 days |
atx_lv |
Last visit timestamp for recency targeting |
90 days |
These cookies track whether an ad click or view resulted in a conversion (e.g., a purchase or signup on the advertiser's site). This is used to measure campaign effectiveness and calculate advertiser ROI.
| Cookie Name |
Purpose |
Duration |
atx_clk |
Records ad click event for post-click attribution |
30 days |
atx_imp |
Records ad impression for view-through attribution |
7 days |
atx_cvr |
Conversion tracking pixel — fires when a conversion event occurs |
Session |
These cookies help us detect and prevent advertising fraud, bot traffic, and click manipulation. They do not track user behavior for advertising purposes.
| Cookie Name |
Purpose |
Duration |
atx_fp |
Device fingerprint hash for invalid traffic detection |
90 days |
atx_js |
JavaScript capability check to distinguish human visitors from bots |
Session |
These cookies collect aggregated data about how ads perform across the network, used to improve ad quality and publisher earnings.
| Cookie Name |
Purpose |
Duration |
atx_an |
Analytics identifier for aggregate performance measurement |
180 days |
atx_seg |
Audience segment data for contextual ad matching |
90 days |
4. Ad Serving & Analytics in Detail
When a page loads with Adverteks ad tags, the following sequence occurs:
- Our ad tag JavaScript executes in the browser
- We check for an existing
atx_uid cookie to identify returning users (for frequency capping)
- If no cookie exists, we generate a new pseudonymous identifier
- We send an ad request to our RTB exchange with device, geo, and contextual data
- The winning bid's ad creative is loaded and displayed
- Impression events are recorded; click events are tracked if the user interacts with the ad
No personally identifiable information (name, email, phone number) is included in this process. All identifiers are pseudonymous and cannot be used to identify a specific individual without additional information.
5. Third-Party Cookies
In addition to Adverteks cookies, demand-side platforms (DSPs) and data management platforms (DMPs) participating in our RTB exchange may set their own cookies to:
- Sync user identifiers between platforms (cookie syncing)
- Apply their own audience targeting and frequency capping
- Measure campaign performance on their end
These third-party cookies are governed by the respective third parties' privacy and cookie policies. We require all DSP partners to comply with applicable data protection laws through our Data Processing Agreements.
6. Consent & Legal Basis
Our approach to consent varies by region:
- European Union / EEA: Under GDPR and the ePrivacy Directive, non-essential cookies require explicit consent. Publishers using Adverteks in the EU are required to obtain consent via a Consent Management Platform (CMP) before our ad tags set any non-essential cookies. We support IAB Europe's Transparency & Consent Framework (TCF 2.2).
- United Kingdom: Subject to UK GDPR and PECR. Consent requirements apply similarly to the EU.
- California: Under CCPA, cookies used for behavioral advertising may constitute a "sale" of personal information. Publishers should include an appropriate opt-out mechanism.
- Other regions: We apply reasonable privacy practices globally. Where local law requires consent for cookies, publishers are responsible for obtaining it.
Publisher Responsibility: Publishers using our ad tags are responsible for implementing appropriate consent management on their sites. Failure to obtain required consent may result in account suspension.
7. How to Control Cookies
7.1 Browser Settings
You can control cookies through your browser settings. Most browsers allow you to:
- View cookies that have been set
- Delete individual or all cookies
- Block third-party cookies
- Block all cookies (may break website functionality)
How to manage cookies:
- Chrome: Settings → Privacy and Security → Cookies and other site data
- Firefox: Settings → Privacy & Security → Cookies and Site Data
- Safari: Preferences → Privacy → Manage Website Data
- Edge: Settings → Cookies and site permissions
7.2 Consent Management
On publisher sites that use a Consent Management Platform (CMP), you can manage your cookie preferences through the consent banner or settings panel (usually accessible via a "Cookie Settings" link in the site footer).
7.3 Do Not Track
We honor browser "Do Not Track" (DNT) signals on a best-efforts basis. When DNT is enabled, we limit data collection to what is strictly necessary for ad serving and fraud detection.
8. Advertising Opt-Out
You can opt out of interest-based advertising served through Adverteks by:
Note: Opting out of interest-based advertising does not stop you from seeing ads. You will still see ads, but they will be less targeted to your interests.
9. Changes to This Policy
We may update this Cookie Policy as our technology or legal requirements change. Material changes will be communicated via email or prominent notice on the Platform. The "Last Updated" date at the top reflects the most recent revision.
Questions about our use of cookies?