Does the OID cookie need consent?

In the EU and the UK, yes. OID is a marketing cookie and needs consent before it is set under the GDPR, the ePrivacy rules and PECR. Under the CCPA and CPRA, visitors can opt out of its use for cross-context behavioural advertising.

How long does the OID cookie last?

OID usually lasts 3 months. The exact lifetime depends on the site's settings and the version of the script that sets it.

Who sets the OID cookie?

OID is set by Bing / Microsoft. It is in the Marketing category.

How do I block or delete the OID cookie?

Visitors can delete OID 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 marketing cookies. Kukie.io's banner does this for known trackers by default, and for any other script you tag with its category.

Marketing

OID cookie

Set by Bing / Microsoft.

What it does

This cookie is used by the Bing advertising network for advertising tracking purposes.

Cookie name: OID
Category: Marketing
Provider: Bing / Microsoft
Duration: 3 months
Data source: Open Cookie Database (opens in a new tab)

Consent

Needed in the EU and the UK

OID is in the Marketing category. In the EU and the UK, it needs the visitor's consent before it is set. Under California's CCPA, visitors can opt out of the sale or sharing of their personal information, including for cross-context behavioural advertising.

GDPR and ePrivacy (EU): Prior consent is needed before setting OID. Advertising and tracking cookies are never covered by the strictly necessary exemption.
UK GDPR and PECR: Consent is needed before setting OID.
CCPA and CPRA (California): Setting OID for cross-context behavioural advertising counts as sharing personal information: offer a "Do Not Sell or Share My Personal Information" opt-out and honour the Global Privacy Control signal.

Managing OID with a consent banner

A consent banner can keep the script that sets OID waiting until the visitor accepts marketing cookies. Kukie.io's cookie scanner finds OID 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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