What is the obuid cookie?
obuid is an HTTP cookie placed by Outbrain, a native advertising and content recommendation service used by many news sites, blogs, and online magazines to display "recommended articles" widgets or native ads.
The cookie typically appears when an Outbrain widget is loaded on a page, either added directly by the publisher or delivered through an ad network that integrates Outbrain. It may be set by the visited site's domain or by an Outbrain subdomain, depending on the implementation.
What data it stores
obuid contains a unique identifier (a randomly generated alphanumeric string) and does not directly store personal data such as a name or email address. This identifier is used to distinguish the visitor's browser from other browsers.
The exact value and format may vary depending on the version of the Outbrain script. Data associated with the identifier (pages visited, widget interactions) is sent to Outbrain's servers for processing.
What it is used for
For Outbrain, the obuid cookie is essential for building an interest profile of the visitor based on the articles and ads they interact with across partner sites. This profile enables personalized content recommendations and native ads.
For the site owner, obuid helps monetize traffic by displaying relevant sponsored content and can increase revenue from Outbrain widgets, but it involves sharing behavioral data with a third party.
Does it require consent?
obuid is classified as a marketing (advertising/tracking) cookie. Under GDPR and the ePrivacy Directive (implemented in Romania via Law 506/2004), this type of cookie requires the visitor's explicit prior consent before being set.
- The site owner must list obuid in the cookie policy under the "marketing" category.
- The Outbrain widget must not load before the visitor opts in to the marketing category.
- Consent must be as easy to withdraw as it is to give.
How to block or delete obuid
A visitor can manually delete or block the obuid cookie via browser settings (Chrome, Firefox, Edge, Safari) in the per-site cookie management section, or use ad-blocking/tracker-blocking extensions.
For site owners, the correct approach is to automatically block the Outbrain script until consent is obtained. A CMP such as CookieFix can prevent the Outbrain widget from loading by default and only activate it after the visitor accepts the "marketing" category.
Frequently asked questions
It does not store sensitive data like passwords or financial details, but it is used to track browsing behavior across sites, which is why it's classified as a marketing cookie.
Its typical duration is about 3 months, after which it expires automatically, though it can be renewed on a new visit to a site with an Outbrain widget.
Yes, since it is a marketing/tracking cookie, it requires the visitor's explicit consent before being set, per GDPR and Law 506/2004.
If your site has Outbrain widgets (such as "recommended for you" sections or native ads), it likely sets the obuid cookie; a cookie scan can confirm its presence.