diff --git a/modules/gridBidAdapter.js b/modules/gridBidAdapter.js
index ce7fcc680dd..f92f64af039 100644
--- a/modules/gridBidAdapter.js
+++ b/modules/gridBidAdapter.js
@@ -83,7 +83,6 @@ export const spec = {
       return null;
     }
     let pageKeywords = null;
-    let jwpseg = null;
     let content = null;
     let schain = null;
     let userIdAsEids = null;
@@ -128,16 +127,11 @@ export const spec = {
         endpoint = ALIAS_CONFIG[bid.bidder] && ALIAS_CONFIG[bid.bidder].endpoint;
       }
       const { params: { uid, keywords, forceBidder, multiRequest }, mediaTypes, bidId, adUnitCode, rtd, ortb2Imp } = bid;
-      const { pubdata, secid, pubid, source, content: bidParamsContent } = bid.params;
+      const { secid, pubid, source, content: bidParamsContent } = bid.params;
       const bidFloor = _getFloor(mediaTypes || {}, bid);
       const jwTargeting = rtd && rtd.jwplayer && rtd.jwplayer.targeting;
-      if (jwTargeting) {
-        if (!jwpseg && jwTargeting.segments) {
-          jwpseg = jwTargeting.segments;
-        }
-        if (!content && jwTargeting.content) {
-          content = jwTargeting.content;
-        }
+      if (jwTargeting && !content && jwTargeting.content) {
+        content = jwTargeting.content;
       }
 
       let impObj = {
@@ -210,23 +204,12 @@ export const spec = {
             request.site.publisher = { id: pubid };
           }
 
-          const reqJwpseg = (pubdata && pubdata.jwpseg) || (jwTargeting && jwTargeting.segments);
-
           const siteContent = bidParamsContent || (jwTargeting && jwTargeting.content);
 
           if (siteContent) {
             request.site.content = siteContent;
           }
 
-          if (reqJwpseg && reqJwpseg.length) {
-            request.user = {
-              data: [{
-                name: 'iow_labs_pub_data',
-                segment: segmentProcessing(reqJwpseg, 'jwpseg'),
-              }]
-            };
-          }
-
           requests.push(request);
           sources.push(source);
           bidsArray.push(bidObject);
@@ -274,28 +257,16 @@ export const spec = {
       mainRequest.site.content = content;
     }
 
-    if (jwpseg && jwpseg.length) {
-      mainRequest.user = {
-        data: [{
-          name: 'iow_labs_pub_data',
-          segment: segmentProcessing(jwpseg, 'jwpseg'),
-        }]
-      };
-    }
-
     [...requests, mainRequest].forEach((request) => {
       if (!request) {
         return;
       }
 
-      if (request.user) user = request.user;
+      user = null;
 
       const ortb2UserData = deepAccess(bidderRequest, 'ortb2.user.data');
       if (ortb2UserData && ortb2UserData.length) {
-        if (!user) user = { data: [] };
-        user = mergeDeep(user, {
-          data: [...ortb2UserData]
-        });
+        user = { data: [...ortb2UserData] };
       }
 
       if (gdprConsent && gdprConsent.consentString) {
@@ -650,22 +621,6 @@ function getUserIdFromFPDStorage() {
   return storage.getDataFromLocalStorage(USER_ID_KEY) || makeNewUserIdInFPDStorage();
 }
 
-function segmentProcessing(segment, forceSegName) {
-  return segment
-    .map((seg) => {
-      const value = seg && (seg.id || seg);
-      if (typeof value === 'string' || typeof value === 'number') {
-        return {
-          value: value.toString(),
-          ...(forceSegName && { name: forceSegName }),
-          ...(seg.name && { name: seg.name }),
-        };
-      }
-      return null;
-    })
-    .filter((seg) => !!seg);
-}
-
 function reformatKeywords(pageKeywords) {
   const formatedPageKeywords = {};
   Object.keys(pageKeywords).forEach((name) => {
diff --git a/modules/gridNMBidAdapter.js b/modules/gridNMBidAdapter.js
index c49b7619c07..41689aeeb55 100644
--- a/modules/gridNMBidAdapter.js
+++ b/modules/gridNMBidAdapter.js
@@ -90,13 +90,12 @@ export const spec = {
         auctionId = bid.auctionId;
       }
       const {
-        params: { floorcpm, pubdata, source, secid, pubid, content, video },
+        params: { floorcpm, source, secid, pubid, content, video },
         mediaTypes, bidId, adUnitCode, rtd, ortb2Imp, sizes
       } = bid;
 
       const bidFloor = _getFloor(mediaTypes || {}, bid, isNumber(floorcpm) && floorcpm);
       const jwTargeting = rtd && rtd.jwplayer && rtd.jwplayer.targeting;
-      const jwpseg = (pubdata && pubdata.jwpseg) || (jwTargeting && jwTargeting.segments);
 
       const siteContent = content || (jwTargeting && jwTargeting.content);
 
@@ -156,15 +155,6 @@ export const spec = {
         request.site.content = siteContent;
       }
 
-      if (jwpseg && jwpseg.length) {
-        user = {
-          data: [{
-            name: 'iow_labs_pub_data',
-            segment: segmentProcessing(jwpseg, 'jwpseg'),
-          }]
-        };
-      }
-
       if (gdprConsent && gdprConsent.consentString) {
         userExt = { consent: gdprConsent.consentString };
       }
@@ -429,20 +419,4 @@ export function getSyncUrl() {
   return SYNC_URL;
 }
 
-function segmentProcessing(segment, forceSegName) {
-  return segment
-    .map((seg) => {
-      const value = seg && (seg.id || seg);
-      if (typeof value === 'string' || typeof value === 'number') {
-        return {
-          value: value.toString(),
-          ...(forceSegName && { name: forceSegName }),
-          ...(seg.name && { name: seg.name }),
-        };
-      }
-      return null;
-    })
-    .filter((seg) => !!seg);
-}
-
 registerBidder(spec);
diff --git a/test/spec/modules/gridBidAdapter_spec.js b/test/spec/modules/gridBidAdapter_spec.js
index d411f33ab50..84616ae7f97 100644
--- a/test/spec/modules/gridBidAdapter_spec.js
+++ b/test/spec/modules/gridBidAdapter_spec.js
@@ -667,14 +667,6 @@ describe('TheMediaGrid Adapter', function () {
       const [request] = spec.buildRequests(bidRequestsWithJwTargeting, bidderRequest);
       expect(request.data).to.be.an('string');
       const payload = parseRequest(request.data);
-      expect(payload).to.have.property('user');
-      expect(payload.user.data).to.deep.equal([{
-        name: 'iow_labs_pub_data',
-        segment: [
-          {name: 'jwpseg', value: jsSegments[0]},
-          {name: 'jwpseg', value: jsSegments[1]}
-        ]
-      }]);
       expect(payload).to.have.property('site');
       expect(payload.site.content).to.deep.equal(jsContent);
     });
@@ -793,7 +785,7 @@ describe('TheMediaGrid Adapter', function () {
       expect(payload.site.content.data).to.deep.equal(contentData);
     });
 
-    it('should have right value in user.data when jwpsegments are present', function () {
+    it('should have right value in user.data', function () {
       const userData = [
         {
           name: 'someName',
@@ -823,13 +815,7 @@ describe('TheMediaGrid Adapter', function () {
       });
       const [request] = spec.buildRequests([bidRequestsWithJwTargeting], {...bidderRequest, ortb2});
       const payload = parseRequest(request.data);
-      expect(payload.user.data).to.deep.equal([{
-        name: 'iow_labs_pub_data',
-        segment: [
-          {name: 'jwpseg', value: jsSegments[0]},
-          {name: 'jwpseg', value: jsSegments[1]}
-        ]
-      }, ...userData]);
+      expect(payload.user.data).to.deep.equal(userData);
     });
 
     it('should have site.content.id filled from config ortb2.site.content.id', function () {
diff --git a/test/spec/modules/gridNMBidAdapter_spec.js b/test/spec/modules/gridNMBidAdapter_spec.js
index b400ef3394d..e4f06a451d2 100644
--- a/test/spec/modules/gridNMBidAdapter_spec.js
+++ b/test/spec/modules/gridNMBidAdapter_spec.js
@@ -245,14 +245,6 @@ describe('TheMediaGridNM Adapter', function () {
       requests.forEach((req, i) => {
         const payload = req.data;
         expect(req).to.have.property('data');
-        expect(payload).to.have.property('user');
-        expect(payload.user.data).to.deep.equal([{
-          name: 'iow_labs_pub_data',
-          segment: [
-            {name: 'jwpseg', value: jsSegments[0]},
-            {name: 'jwpseg', value: jsSegments[1]}
-          ]
-        }]);
         expect(payload).to.have.property('site');
         expect(payload.site.content).to.deep.equal(jsContent);
       });