Does the TAID cookie need consent?

In the EU and the UK, yes. TAID 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 TAID cookie last?

TAID usually lasts 14 days. The exact lifetime depends on the site's settings and the version of the script that sets it.

Who sets the TAID cookie?

TAID is set by Google. It is in the Marketing category.

How do I block or delete the TAID cookie?

Visitors can delete TAID 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

TAID cookie

Set by Google.

What it does

This cookie is used to link your activity across devices if you've previously signed in to your Google Account on another device. We do this to coordinate that the ads you see across devices and measure conversion events.

Cookie name: TAID
Category: Marketing
Provider: Google
Duration: 14 days
Data source: Open Cookie Database (opens in a new tab)

Consent

Needed in the EU and the UK

TAID 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 TAID. Advertising and tracking cookies are never covered by the strictly necessary exemption.
UK GDPR and PECR: Consent is needed before setting TAID.
CCPA and CPRA (California): Setting TAID 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 TAID with a consent banner

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