What is the DSID cookie?
DSID is a cookie placed by DoubleClick, Google's advertising system, when a website runs a Google Ads, Campaign Manager, or other Google Marketing Platform tag.
It typically appears on sites that display ads from the Google network or use remarketing, as soon as the related script loads in the browser and the visitor interacts with a page containing such an advertising tag.
What data it stores
The cookie stores a unique identifier tied to the visitor's advertising session, which Google uses to recognize the same user across multiple devices linked to the same Google account (cross-device matching).
The exact value is a string generated by Google; its internal format is not publicly documented and may vary. Collected data is sent to Google/DoubleClick servers for centralized processing.
What it is used for
For Google, DSID helps link the same user's behaviour across phone, tablet, and desktop, enabling more relevant ads and person-level (not just device-level) campaign measurement.
For the website operator, this cookie supports remarketing campaigns and conversion reporting through Google Ads or Campaign Manager.
Does it require consent?
DSID is classified as a marketing (advertising/tracking) cookie and is not strictly necessary for the site to function. Under the GDPR and Romania's Law 506/2004 (transposing the ePrivacy Directive), prior consent from the visitor is required before this cookie is set.
- The site operator must disclose the cookie in the cookie policy, including provider, purpose, and duration.
- The script that generates it must be blocked until explicit consent for the marketing category is obtained.
- Refusing or withdrawing consent must stop the cookie from being set or refreshed.
How to block or delete DSID
A visitor can delete or block DSID through browser settings (per-site cookie management or clearing browsing data), and Google also offers ad personalization opt-outs via a Google Account or Ads Settings.
At the site level, the operator must ensure the DoubleClick script does not fire automatically. A CMP such as CookieFix can block this script by default and only activate it once the visitor explicitly accepts the marketing category.
Frequently asked questions
It's a marketing cookie set by Google DoubleClick to recognize a user across multiple devices and deliver targeted ads.
Its typical duration is about two weeks, after which it expires and may be reset on a new interaction with Google advertising.
Yes, as a marketing/tracking cookie it requires the visitor's prior consent under the GDPR and Romania's ePrivacy legislation.
The DoubleClick script should stay inactive until the visitor accepts the marketing category; a CMP like CookieFix can handle this automatically.