What is the IDE cookie?
IDE is an HTTP cookie set by the doubleclick.net domain, part of Google's advertising infrastructure (Google Marketing Platform / Google Ads). It typically appears on a site when the page loads a remarketing tag, a Google-served ad banner, or a conversion pixel linked to a Google Ads campaign.
It is not set directly by the site owner but by Google's advertising script embedded in the page, often via Google Tag Manager, a remarketing tag, or a conversion widget.
What data it stores
The IDE cookie stores a unique identifier associated with the visitor's browser, used by Google to recognize the same user across multiple sites that display ads from the DoubleClick network. The exact value format is not publicly documented by Google and may vary.
The data collected through this identifier is sent to Google/DoubleClick servers, where it is linked to ad impression and interaction history to build interest-based profiles used for remarketing.
What it is used for
For Google, IDE is used to measure advertising campaign performance (impressions, clicks, conversions) and to build remarketing audiences — i.e., showing relevant ads to users who have already visited a site.
For the site owner, this cookie supports paid advertising campaigns run through Google Ads or Display & Video 360, enabling conversion tracking and marketing budget optimization.
Does it require consent?
IDE is classified as a marketing cookie (advertising/tracking), since it involves tracking user behavior across multiple sites for ad-targeting purposes.
- Under the GDPR and the ePrivacy Directive (transposed into Romanian law via Law 506/2004), this type of cookie requires the user's prior, active consent before the script loads.
- The site owner must disclose this cookie in the cookie policy, including its purpose, provider, and duration.
- The Romanian data protection authority (ANSPDCP) can sanction the lack of valid consent for marketing cookies.
How to block or delete IDE
A visitor can delete or block this cookie through browser settings (Chrome, Firefox, Edge, Safari — privacy/cookie section), or use dedicated ad-tracking blocker extensions. Google also provides a separate opt-out tool for personalized advertising (Ads Settings).
For site owners, the safest approach is to prevent the Google script that sets IDE from running at all before consent is given. A CMP platform like CookieFix automatically blocks this type of marketing script until the visitor gives explicit consent, avoiding the cookie being set without a legal basis.
Frequently asked questions
It's a marketing cookie used by Google to identify the visitor's browser and track interactions with ads served through the DoubleClick network, for remarketing and campaign measurement purposes.
Yes, as a marketing/tracking cookie, it requires the visitor's prior consent under GDPR and Romania's Law 506/2004 before the script loads.
The typical observed duration is around 1 year from when it's set, though Google may adjust this value.
The script that sets IDE must be prevented from running until consent is obtained; a CMP platform like CookieFix can automatically block it by consent category.