What is the ANON_ID cookie?
ANON_ID is an HTTP cookie used by Tribal Fusion, a brand operated by Exponential Interactive Inc., a programmatic advertising network active globally. The cookie typically appears on websites that display display ads served through the Tribal Fusion platform or Exponential network partners.
It is usually set by a third-party domain associated with Tribal Fusion (such as tribalfusion.com or its subdomains) when an ad slot or tracking tag from the network loads on the visited page.
What data it stores
The cookie stores a unique, randomly generated identifier assigned to the visitor's browser, without directly containing a name, email address, or other direct identifiers. The exact value format is not publicly documented by the provider and may vary.
Data associated with this identifier (pages visited, ad interactions, browsing context) is sent to Tribal Fusion / Exponential Interactive servers, used to build a browser-level interest profile for targeted advertising purposes.
What it is used for
The main purpose is behavioral advertising: ANON_ID lets Tribal Fusion recognize the same browser across multiple visits or sites within the network, in order to deliver relevant ads based on observed browsing history.
For the site owner, this cookie supports monetization through ad slots served via the Exponential network, but it provides no essential functionality — removing it does not affect the site's core operation.
Does it require consent?
In CookieFix's classification, ANON_ID falls under the marketing category (advertising/tracking). As a cross-site tracking cookie set by a third party, it falls under Article 5(3) of the ePrivacy Directive (2002/58/EC) and requires the visitor's prior, explicit consent before being placed, per GDPR.
- The site owner must declare this cookie in the cookie policy, including provider and actual duration.
- The script loading the Tribal Fusion tag must be technically blocked until consent is obtained.
- Refusing consent must not block access to the site's content.
How to block or delete ANON_ID
A visitor can delete or block this cookie from browser settings (Chrome, Firefox, Edge, Safari — cookies and site data section), or use ad-blocking and anti-tracking browser extensions. Personalized advertising can also be disabled directly through opt-out options offered by advertising networks.
For site owners, correctly blocking it before consent requires a CMP that stops marketing scripts from running by default. CookieFix, for instance, automatically blocks scripts in the marketing category — including Tribal Fusion tags — until the visitor explicitly accepts that category.
Frequently asked questions
It's an HTTP marketing cookie set by Tribal Fusion (Exponential Interactive) to assign an anonymous identifier to a browser, used for targeted advertising purposes.
No, it's a standard advertising tracking cookie used by many ad networks. It does raise privacy concerns since it allows tracking of browsing behavior across sites.
Its typical duration is around 3 months, after which it expires automatically, though it may be reset on later visits if the visitor consents again to the marketing category.
Yes. As a third-party marketing/tracking cookie, it requires the visitor's prior consent under GDPR and the ePrivacy rules, and must be technically blocked until that consent is given.