What is the __adroll_fpc cookie?
__adroll_fpc is a first-party HTTP cookie set by the AdRoll script when it is integrated on a website (online store, service page, etc.) for retargeting and personalized advertising.
It appears in the browser as soon as the AdRoll script runs on the page, typically on the first visit, if the visitor has already accepted marketing cookies or if the site lacks a mechanism to block scripts before consent is given.
What data it stores
The cookie stores a unique identifier generated to distinguish the visitor, used by AdRoll to associate their actions on the site (pages viewed, products browsed) for retargeting purposes.
The exact format of the value may vary and is not publicly documented in detail. Data collected through this identifier is sent to AdRoll's servers (NextRoll, Inc.), where it is used to build audience profiles and deliver ads across its partner publisher network.
What it is used for
The main purpose is retargeting advertising: AdRoll uses the identifier stored in this cookie to recognize visitors of a website and later show them relevant ads on other sites or platforms within its ad network.
For the site owner, this cookie enables campaigns aimed at re-engaging visitors who did not complete an action (such as a purchase), as well as measuring the effectiveness of AdRoll advertising campaigns.
Does it require consent?
__adroll_fpc is classified as a marketing cookie (advertising/tracking). Under GDPR and the ePrivacy Directive (transposed in Romania through Law 506/2004), this type of cookie requires the visitor's explicit, prior consent before being set.
- The site owner must declare the cookie in the cookie policy under the “marketing” category
- The AdRoll script must not load before the visitor grants consent
- Visitors must be able to reject cookies as easily as they accept them, and refusal must not block access to the site
How to block or delete __adroll_fpc
A visitor can manually delete or block __adroll_fpc from browser settings (Chrome, Firefox, Edge, Safari – cookie management section for the relevant domain) or use tracker-blocking browser extensions.
At the site level, the owner must ensure the AdRoll script does not fire automatically when the page loads. A CMP such as CookieFix can automatically block this script until the visitor gives consent for the “marketing” category, preventing the cookie from being set without authorization.
Frequently asked questions
It is a marketing cookie set by AdRoll to identify website visitors for retargeting and personalized advertising on other sites.
It does not contain sensitive data, but it tracks browsing behavior for advertising purposes, which is why it is classified as a tracking cookie requiring consent.
Its typical duration is around 1 year from the time it is set or last updated, though this can vary depending on AdRoll's configuration.
Yes, as a marketing cookie it requires the visitor's prior consent before being placed in the browser, under GDPR and Law 506/2004.