What is the t_gid cookie?
t_gid is an HTTP cookie set by Taboola, one of the largest content-discovery and native advertising networks, widely used by news sites and blogs to display "recommended content" or "you may also like" widgets.
The cookie appears when a site integrates the Taboola script (typically through a recommendation widget placed at the end of articles) or when a visitor interacts with an ad served through the Taboola network. It is set directly by Taboola's domain or associated subdomains.
What data it stores
t_gid generally stores a unique identifier generated for the visitor or their browser, used by Taboola to recognize the same user on subsequent visits. The exact value format may vary and is not publicly documented in detail by the provider.
The data linked to this identifier is sent to Taboola's servers, where it can be combined with other behavioral data (pages visited, widget interactions, clicks on sponsored content) to build an interest profile used for advertising purposes.
What it is used for
For Taboola, the t_gid cookie helps identify unique visitors, measure the performance of content-discovery campaigns, and personalize recommended content based on browsing history.
For the site owner, this cookie's presence is a consequence of integrating the Taboola widget for monetization through sponsored content or native ads; the site does not directly control the cookie's internal behavior, only whether the script that generates it is activated.
Does it require consent?
In CookieFix's classification, t_gid falls under the marketing category (advertising/tracking), as it is used for ad targeting and tracking user behavior across visits.
- Under GDPR and the ePrivacy Directive, marketing cookies cannot be set before the visitor's explicit consent has been obtained.
- The site owner must disclose this cookie in the cookie policy, listing the correct category, provider (Taboola), and approximate duration.
- The Taboola script that generates
t_gidmust be blocked until consent for the marketing category has been given.
How to block or delete t_gid
A visitor can manually delete or block this cookie through browser settings (Chrome, Firefox, Safari, Edge – per-site cookie management), or use dedicated ad-tracker blocking extensions. Visitors can also opt out of personalized advertising directly through Taboola's preference page, where available.
For site owners, the correct approach is using a CMP such as CookieFix, which automatically blocks the Taboola script (and thus the setting of the t_gid cookie) until the visitor gives consent for the marketing category, helping ensure compliance with prior-consent requirements.
Frequently asked questions
It's a marketing cookie set by Taboola, used to recognize visitors and track their interactions with sponsored content displayed through the Taboola network.
It typically lasts about 1 year from when it's set, after which it expires automatically unless removed earlier by the browser.
It's not technically harmful, but it is a tracking cookie used for advertising purposes, which is why it requires visitor consent under GDPR/ePrivacy.
Yes, since it's classified as a marketing cookie, it can only be set after the visitor gives explicit consent for that category.