Overview
Cookie-syncing and identity resolution domain operated by Beeswax, a DSP acquired by Comcast in December 2020 and integrated into FreeWheel's advertising stack. Historically operated by Beeswax as an independent programmatic bidder, bidr.io frequently appears in tag audits without the website operator having deployed it directly. Arrives via programmatic ad supply chains (commonly chained from Ozone and other publisher SSPs), header bidding wrappers, and third-party pixels, synchronising user identifiers across multiple advertising platforms. One of the most commonly flagged third-party tracking domains in European cookie audits, and a strong indicator that the organisation's ad supply chain requires closer governance scrutiny.
Detection capabilities
- Signature count
- 1
- Detection methods
- network
- Property types
- hostnamepathname
Performance impact
Performance Impact
- Requests per page
- 1
Common mistakes
- 1Not being aware that bidr.io cookies and requests are present on the website because they were introduced through programmatic supply chain partners rather than direct deployment
- 2Failing to block bidr.io cookie syncing before advertising consent is obtained, as header bidding scripts may load Bidr as a secondary dependency without explicit tag manager configuration
- 3Not including bidr.io in the cookie declaration because it appears as an unfamiliar third-party domain that is difficult to attribute to a specific vendor
- 4Assuming that blocking the primary advertising tag is sufficient when Bidr's cookie syncing may persist through other supply chain paths
- 5Not assessing the scope of cross-platform identity resolution performed by Bidr, which links user identifiers across multiple advertising platforms
Related services
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