Does the DV cookie need consent?

In the EU and the UK, yes. DV is an analytics cookie, so it may be set only after the visitor agrees. Under the CCPA, California residents can opt out if the data is sold or shared.

How long does the DV cookie last?

DV usually lasts until the browser closes. The exact lifetime depends on the site's settings and the version of the script that sets it.

Who sets the DV cookie?

DV is set by Google. It is in the Analytics category.

How do I block or delete the DV cookie?

Visitors can delete DV in their browser's cookie settings. On your own website, a consent banner can keep the script that sets it waiting until the visitor accepts analytics cookies. Kukie.io's banner does this for known trackers by default, and for any other script you tag with its category.

Analytics

DV cookie

Set by Google.

What it does

Used for logging and tracking purposes.

Cookie name: DV
Category: Analytics
Provider: Google
Duration: session
Data source: Kukie.io

Consent

Needed in the EU and the UK

DV is in the Analytics category. In the EU and the UK, analytics cookies need the visitor's consent before they are set. California's CCPA works differently: it lets residents opt out of the sale or sharing of their personal information.

GDPR and ePrivacy (EU): Prior consent is needed before setting DV. Analytics cookies are not covered by the strictly necessary exemption; only a few regulators (for example France's CNIL) allow a narrow exemption for first-party audience measurement under strict conditions.
UK GDPR and PECR: Consent is needed before setting DV. The ICO treats analytics cookies as non-essential.
CCPA and CPRA (California): Disclose DV in your privacy policy and honour opt-out requests, including the Global Privacy Control signal, if the analytics data is shared or sold.

Managing DV with a consent banner

A consent banner can keep the script that sets DV waiting until the visitor accepts analytics cookies. Kukie.io's cookie scanner finds DV and sorts it into a category. The banner holds back known trackers by default, and any other script you tag with its category waits too.

Learn more about script blocking

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