What is the uuid2 cookie?it needs consent first
Set by Xandr (AppNexus) (Microsoft (Xandr)). Expires after 3 months.
Block it until the visitor opts in
Under the ePrivacy Directive (Art. 5(3)) and GDPR, uuid2 may only be set after the visitor accepts marketing cookies.
Purpose
Xandr's unique browser ID, used to bid on and target ads.
Cookie details
- Cookie name
uuid2- Service
- Xandr (AppNexus)
- Provider
- Microsoft (Xandr)
- Category
- Marketing / Advertising
- Duration
- 3 months
- 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 uuid2 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 Xandr (AppNexus) 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 (Microsoft (Xandr)) and expiry (3 months).
- 4Sign a DPA
Have a Data Processing Agreement with Microsoft (Xandr) covering the data this cookie collects.
- 5Verify it works
In a private window, reject cookies and confirm
uuid2is not set.
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