What is the NID cookie?
NID is an HTTP cookie set by the google.com domain, used by Google across its own services (Search, Maps, other Google products) and, indirectly, on third-party sites that load Google resources, such as embedded maps, ads, or other Google widgets.
On a typical website, NID usually appears when the page embeds a Google element — most commonly an ad widget or an embedded Google Maps view — rather than as a result of an explicit visitor action.
What data it stores
The cookie stores a unique identifier that Google uses to recognize the browser on later visits to Google domains or to sites loading Google resources. The exact value is a string generated and managed internally by Google; its precise format is not publicly documented in detail.
The associated data is sent to Google's servers (the google.com domain) and used to personalize content and ads shown to the visitor.
What it is used for
For Google, NID helps personalize ads and remember certain display-related preferences (such as language or similar settings), based on the browsing behavior linked to that browser.
For the site owner, this cookie's presence is usually a side effect of embedding a Google service (maps, ads, other widgets), rather than something the site sets directly.
Does it require consent?
NID is classified as a marketing/tracking cookie. Under the ePrivacy Directive (transposed in Romania via Law 506/2004) and the GDPR, this type of cookie may not be placed before the visitor has given explicit consent.
- The site owner must disclose this cookie in the cookie policy, listing the provider, purpose, and the actual duration observed.
- The Google script or widget that sets NID should load only after consent, not beforehand.
- Consent must be as easy to withdraw as it was to give.
How to block or delete NID
A visitor can delete or block NID from browser settings (per-domain cookie management) or with dedicated privacy extensions; blocking it may affect Google ad personalization and, at times, the functioning of embedded Google widgets.
For site owners, the practical solution is to automatically block the scripts that generate this cookie until consent is obtained. A CMP platform like CookieFix can prevent Google widgets (maps, ads) from loading until the visitor accepts the marketing category, avoiding premature placement of the NID cookie.
Frequently asked questions
It's an HTTP cookie set by Google, mainly used for ad personalization and certain display preferences, with a typical duration of around 6 months.
It's not malicious, but it is a tracking cookie used for marketing purposes, which is why it requires visitor consent under GDPR and ePrivacy.
It can appear indirectly through other embedded Google services, such as Google Maps or other widgets, which load resources from google.com.
The Google script or widget that generates it needs to load only after the marketing category is accepted, which a CMP platform can handle automatically.