What is the __gads cookie?
__gads is an HTTP cookie used by Google as part of its advertising services, including Google Ads and Google AdSense. It is set on the visited website's domain (first-party from the browser's perspective), but the information is collected and used by Google.
It typically appears as soon as a page loads a Google script or ad module — for example an AdSense banner or a Google Ads tag — even if the visitor never interacts with the ad itself.
What data it stores
__gads stores a unique identifier tied to the visitor's browser, which Google uses for frequency capping (limiting how many times the same ad is shown) and for linking interactions with ads shown on the same device.
The value is an alphanumeric string generated by Google; its exact format is not publicly documented and may vary. The data is sent to Google's servers, potentially including transfers outside the European Economic Area depending on Google's infrastructure at the time.
What it is used for
For Google, this cookie helps manage and optimize ad delivery: it limits how many times the same ad is shown to a user and provides data for measuring advertising campaign performance.
For the site owner, the presence of this cookie is usually a side effect of embedding a Google advertising module (AdSense, Ad Manager) or a Google Ads tag for remarketing/conversion tracking, rather than something configured directly by the site.
Does it require consent?
In CookieFix's classification, __gads falls under the marketing category (advertising/tracking). Under the ePrivacy Directive (implemented in Romania via Law 506/2004) and GDPR, this type of cookie cannot be placed before the visitor gives explicit consent.
- The site owner must disclose it in the cookie policy, including provider, purpose, and duration.
- The script that sets this cookie must be technically blocked until consent is obtained, not just mentioned in the policy.
- Data protection authorities can penalize placing marketing cookies without valid prior consent.
How to block or delete __gads
A visitor can delete or block __gads from their browser's cookie settings (Chrome, Firefox, Edge, Safari), or use Google's ad personalization settings in their Google account, as well as ad-blocking extensions.
For site owners, blocking must happen automatically, before consent: a CMP like CookieFix can prevent Google Ads/AdSense scripts (which set __gads) from loading until the visitor accepts the marketing category, avoiding non-compliant placement of the cookie.
Frequently asked questions
It's an advertising cookie set by Google, used to limit how often the same ad is shown to a visitor and to measure interactions with ads.
It's not malicious, but it is a tracking cookie used for advertising purposes, which is why the law classifies it as requiring prior consent.
It typically has a duration of about 13 months, after which the browser removes it automatically unless it's renewed.
Yes, as a marketing/tracking cookie it requires the visitor's explicit consent before being placed, under Law 506/2004 and GDPR.