Marketing

"ads_prefs" Cookie

Twitter/X

Description

Twitter advertising preferences.

Details

Cookie Name: ads_prefs
Category: Marketing
Service: Twitter/X
Duration: 10 years
Data Source: Manual

Consent Requirement

This cookie is classified as marketing/advertising. It requires explicit user consent under virtually all privacy regulations including GDPR, CCPA, and ePrivacy.

Consent Requirements by Regulation

GDPR & ePrivacy (EU)

Explicit prior consent is required before setting ads_prefs. Advertising and tracking cookies are never covered by the strictly necessary exemption.

UK GDPR & PECR

Explicit consent is required before setting ads_prefs.

CCPA/CPRA (California)

Setting ads_prefs for cross-context behavioural advertising is treated as sharing personal information: provide a "Do Not Sell or Share" opt-out and honour the Global Privacy Control signal.

Managing ads_prefs with a Consent Banner

A consent management platform keeps ads_prefs blocked until the visitor opts in to the marketing category. Kukie.io's scanner detects it automatically, categorises it, and the banner's auto-blocking holds back the script that sets it until consent is given - visitors who decline never receive it.

Frequently Asked Questions

Does the ads_prefs cookie require consent?

Yes. ads_prefs is a marketing cookie and requires explicit prior consent under GDPR, PECR, and the ePrivacy rules, plus a sale/share opt-out under CCPA/CPRA.

How long does the ads_prefs cookie last?

ads_prefs typically persists for 10 years. The exact lifetime can vary with the site's configuration and the version of the script that sets it.

Who sets the ads_prefs cookie?

ads_prefs is set by Twitter/X. It is categorised as marketing.

How do I block or delete the ads_prefs cookie?

Visitors can delete ads_prefs at any time through their browser's cookie settings. Site owners can keep it blocked until consent with a consent management platform: Kukie.io's auto-blocking holds marketing cookies back until the visitor opts in.