What is the __gfp_64b cookie?
__gfp_64b is an HTTP cookie set by Gemius, an audience measurement and web analytics provider mainly active in Central and Eastern European markets. It typically appears on websites running the Gemius tracking script (gemiusPrism or similar solutions) used for reporting traffic to publishers, media agencies, or audience measurement organizations.
The cookie is placed automatically on the first page load if the Gemius script is active and not blocked by a consent mechanism, regardless of whether the visitor interacts with the content.
What data it stores
The cookie stores a randomly generated unique identifier used to distinguish between visitors without revealing their real identity. The exact value format may vary and is not publicly documented in detail by Gemius.
Data collected through this identifier is sent to Gemius domains (typically subdomains of .gemius.pl or equivalent local domains), where it is aggregated into audience reports and traffic statistics.
What it is used for
The main purpose is audience measurement: unique visitor counts, visit frequency, pages viewed, and other aggregated metrics used by publishers and agencies for traffic reporting and media planning.
For the website operator, this cookie provides statistical data about visitor behavior, useful for negotiating ad inventory or analyzing content performance, but it does not directly serve to personalize the user experience.
Does it require consent?
Under CookieFix's classification, __gfp_64b falls under the statistics (analytics) category. Since it is used for audience measurement and is not strictly necessary for the site to function, it requires the visitor's prior consent under Law 506/2004 (transposing the ePrivacy Directive) and GDPR principles on data processing.
- The site operator must disclose this cookie in the cookie policy, including the provider (Gemius) and duration (13 months).
- The Gemius script should only load after the visitor has given explicit consent for the statistics category.
How to block or delete __gfp_64b
A visitor can delete or block this cookie directly from browser settings (Chrome, Firefox, Edge, Safari), under the per-site or global cookie management section. They can also decline the "statistics" category in the consent banner, provided the site respects that choice.
For site operators, a consent management platform (CMP) such as CookieFix can automatically block the Gemius script until the visitor grants consent for the statistics category, preventing the cookie from being set without valid consent.
Frequently asked questions
It's a statistics cookie set by Gemius, used to generate a unique visitor identifier for measuring a website's audience.
No, it does not contain sensitive or financial data; it only stores a random identifier used for aggregated traffic statistics.
Yes, since it's a statistics cookie (not strictly necessary), it requires prior consent under Law 506/2004 and GDPR.
You can use a consent management platform that blocks the Gemius script until the visitor consents, or the visitor can delete it manually from their browser.