What is the __ar_v4 cookie?it needs consent first
Set by AdRoll (NextRoll, Inc.). Expires after 1 year.
Block it until the visitor opts in
Under the ePrivacy Directive (Art. 5(3)) and GDPR, __ar_v4 may only be set after the visitor accepts marketing cookies.
Purpose
Stores the conversion and segment data AdRoll uses for retargeting.
Cookie details
- Cookie name
__ar_v4- Service
- AdRoll
- Provider
- NextRoll, Inc.
- Category
- Marketing / Advertising
- Duration
- 1 year
- Consent
- Required — opt-in
GDPR requirements
Marketing cookies are used to track visitors across websites to display relevant advertisements. Consent is required under GDPR.
For __ar_v4 to be compliant, it must be:
- Not set on the first visit — not even for a fraction of a second
- A consent banner is shown, and the visitor actively accepts marketing cookies
- Stays blocked if the visitor rejects or ignores the banner
- Listed in your cookie policy with its name, purpose and retention period
- Removed or invalidated when the visitor withdraws consent
How to handle it
- 1Block it by default
Configure your consent platform (CMP) or tag manager so AdRoll doesn't load until the visitor accepts marketing cookies.
- 2Map it to a consent category
Put it under “Marketing / Advertising” in your CMP configuration.
- 3List it in your cookie policy
Name, purpose, provider (NextRoll, Inc.) and expiry (1 year).
- 4Sign a DPA
Have a Data Processing Agreement with NextRoll, Inc. covering the data this cookie collects.
- 5Verify it works
In a private window, reject cookies and confirm
__ar_v4is not set.
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