What is the __pvi cookie?
__pvi is a cookie set by Parse.ly, an audience analytics service specialized in editorial content such as articles, blogs, and news publications. It is created by the Parse.ly tracking script (parsely.js) loaded on pages of websites using this service to analyze content performance.
The cookie appears on a user's first visit to a site that integrates Parse.ly, typically as soon as the tracking script loads, regardless of whether the visitor reads a full article.
What data it stores
__pvi stores a unique identifier generated for the visitor, used to distinguish sessions and recurring visits from the same person on the site. The exact value format may vary and is not publicly documented in detail by Parse.ly.
Data collected through this cookie is sent to Parse.ly's servers and used to build aggregated reports on traffic, time on page, and reader engagement with published articles.
What it is used for
For the provider (Parse.ly), __pvi allows recognizing unique visitors over time, which is essential for calculating audience metrics such as unique readers, repeat visits, and reading depth.
For the site owner, this data helps understand editorial content performance: which articles attract loyal readers, how much time they spend, and how engagement evolves over time — information often used by newsrooms and content marketing teams.
Does it require consent?
__pvi is classified as a statistics (analytics) cookie. Under Romania's Law 506/2004 (transposing the ePrivacy Directive) and the GDPR, this type of cookie is not strictly necessary for the site to function, so it requires prior visitor consent before being set.
The site operator must:
- disclose the cookie in the cookie policy, with provider, purpose, and duration
- obtain explicit consent before the Parse.ly script loads
- allow consent to be withdrawn as easily as it was given
How to block or delete __pvi
A visitor can manually delete or block the __pvi cookie from browser settings (Chrome, Firefox, Safari, Edge – per-site cookie management), or use tracking-script blocking extensions.
At site level, the Parse.ly script should not load automatically on page access. A CMP such as CookieFix can automatically block execution of the Parse.ly script until the visitor gives consent for the statistics category, in line with ePrivacy and GDPR requirements.
Frequently asked questions
It does not contain sensitive or directly identifiable data, but it allows tracking the same visitor's reading behavior over time, which is why it is classified as an analytics cookie requiring consent.
Its typical duration is about 1 year from being set or last updated, after which it expires automatically.
Yes, as an analytics/statistics cookie, it requires the visitor's prior consent under Law 506/2004 and the GDPR before being placed.
Parse.ly will no longer recognize the visitor as a returning user, which can affect the accuracy of unique reader and engagement statistics, but it does not affect site functionality.