What is the __atuvs cookie?
__atuvs is an HTTP cookie associated with AddThis, an Oracle-owned service that provides social media share buttons, content recommendation widgets, and visitor engagement analytics.
The cookie appears on a site when it embeds an AddThis script or widget (for example, share buttons for Facebook, Twitter/X, or WhatsApp) loaded directly on the page. It is typically set the first time the widget loads, regardless of whether the visitor actually interacts with it.
What data it stores
__atuvs most likely stores a technical identifier used internally by AddThis to correlate the current session with other platform cookies (such as __atuvc or uid), helping synchronize visitor data across multiple requests.
The exact value format is not publicly documented by the provider and may vary. The collected data is sent to AddThis/Oracle servers rather than staying only in the visitor's browser.
What it is used for
The main purpose is marketing and tracking: the cookie helps AddThis count interactions with sharing widgets, avoid double-counting shares within the same session, and build behavioral profiles later used for targeted advertising.
For the site owner, the benefit is indirect: statistics on how often content is shared on social networks, provided by AddThis as part of the service.
Does it require consent?
Under CookieFix's classification, __atuvs falls into the marketing (advertising/tracking) category. Under GDPR and the ePrivacy Directive (2002/58/EC, transposed in Romania via Law 506/2004), cookies in this category are not strictly necessary for the site to function, so they require the visitor's prior, explicit consent before being placed.
- The site owner must disclose the cookie in the cookie policy, including provider, purpose, and duration.
- The AddThis script should only load after consent for the marketing category has been given.
- Rejecting consent must be as easy as accepting it, per data protection authority guidance.
How to block or delete __atuvs
A visitor can delete or block __atuvs through browser settings: Chrome, Firefox, and Edge all offer privacy/cookie sections that allow clearing cookies per domain or blocking third-party cookies like those from AddThis. Anti-tracking browser extensions can also prevent the AddThis widget from loading at all.
For site owners, the correct approach is to automatically block the AddThis script until consent is given. A CMP like CookieFix can intercept and stop the AddThis widget from loading before the visitor accepts the marketing category, preventing the cookie from being set without authorization.
Frequently asked questions
It's an HTTP cookie set by AddThis (Oracle), used for tracking and marketing purposes tied to its social sharing widgets.
It typically has a short lifespan of about 30 minutes, suggesting a role tied to the current browsing session.
Yes, since it is classified as a marketing/tracking cookie, it requires prior consent under GDPR and Romania's ePrivacy legislation.
Visitors can delete it through browser settings, while site owners can automatically block it until consent is given by using a CMP like CookieFix.