What is the __adroll_shared cookie?
__adroll_shared is an HTTP cookie set by AdRoll, a retargeting and digital advertising platform owned by NextRoll, commonly used by e-commerce sites to re-engage visitors through ads displayed on other websites and social networks.
The cookie typically appears as soon as the AdRoll script loads on a page, whether or not the visitor actively interacts with the site. It is set on the site's own domain (technically first-party from the browser's perspective, though it belongs to a third-party provider) and is used by AdRoll alongside related cookies such as __adroll and __adroll_fpc.
What data it stores
The cookie generally stores a unique identifier generated by AdRoll to distinguish the visitor's browser. The exact value format is not publicly documented in detail, but it typically consists of an alphanumeric string with no directly readable personal data (name, email, etc.).
Information linked to this identifier is sent to AdRoll/NextRoll servers, where it is matched with pages visited, on-site actions (such as adding a product to the cart), and subsequent ad impressions served on other websites.
What it is used for
The main purpose is ad retargeting: AdRoll uses this identifier to recognize a site's visitors and later show them personalized ads on other websites or social networks, based on their previous behavior.
For the website owner, this cookie supports more effective remarketing campaigns, measurement of conversions driven by AdRoll ads, and the creation of lookalike audiences for acquiring new customers.
Does it require consent?
__adroll_shared is classified as a marketing (advertising/tracking) cookie. Under Romania's Law 506/2004 (transposing the ePrivacy Directive) and the GDPR, this type of cookie may only be placed after obtaining the visitor's explicit, affirmative consent (e.g., a checkbox or click on "Accept").
- The site owner must disclose this cookie in the cookie policy, including provider, purpose, and duration.
- The AdRoll script must be technically blocked until consent is given, not just visually hidden.
- Refusing consent must not restrict access to the site's content.
How to block or delete __adroll_shared
A visitor can delete or block this cookie anytime from browser settings (Chrome, Firefox, Safari, Edge – per-site cookie management) or enable options that limit tracking/personalized ads. AdRoll also offers an industry-level opt-out mechanism (for example via NAI/EDAA platforms).
For site owners, blocking must happen at the technical level, not just in a privacy policy: a consent management platform like CookieFix can automatically block the AdRoll script from loading until the visitor gives explicit consent for the marketing category.
Frequently asked questions
It's a marketing cookie set by AdRoll, used to identify visitors for advertising retargeting and conversion measurement.
It generally doesn't contain sensitive data, but it is used to track online behavior, which is why GDPR classifies it as requiring consent.
The typical duration observed is about 1 year from when it's set, though this can vary depending on the AdRoll account configuration.
The AdRoll script should only load after consent, using a consent management platform that automatically blocks marketing scripts until visitors accept them.