What is the taboola global:user-id cookie?
"taboola global:user-id" is a value that the native advertising platform Taboola writes into the browser's localStorage rather than into a classic HTTP cookie. It is set by Taboola scripts loaded on sites that display "recommended content" widgets or native ads (typically below articles, on news blogs, or content portals).
It appears as soon as a visitor loads a page where the Taboola module is embedded, regardless of whether they interact with the recommendations shown.
What data it stores
The entry stores a unique identifier generated by Taboola to distinguish visitors from one another. The exact value format may vary and is not publicly documented in detail, but its role is similar to other tracking IDs: a unique string per browser/device.
Data associated with this identifier is sent to Taboola's servers, where it is used to build an interest profile based on browsing history across sites in the Taboola partner network.
What it is used for
The main purpose is behavioral advertising and content personalization: Taboola uses this identifier to recognize a returning visitor, avoid showing the same recommendations repeatedly, and deliver native ads relevant to the user's estimated interests.
For the site owner, this identifier supports monetization through native advertising and the performance reporting Taboola provides.
Does it require consent?
From CookieFix's classification perspective, this entry falls under the marketing category (advertising/tracking). Under the GDPR (Regulation (EU) 2016/679) and the ePrivacy Directive 2002/58/EC (transposed in Romania through Law 506/2004), storing and reading identifiers from localStorage for advertising purposes requires the visitor's prior, explicit consent, regardless of whether it is a classic HTTP cookie or a localStorage entry.
The site owner must disclose this identifier in the cookie policy, classify it correctly under the marketing category, and make sure the Taboola script does not load before consent is obtained.
How to block or delete taboola global:user-id
A visitor can manually delete this entry from browser settings (Clear site data for the relevant domain) or by using private/incognito browsing, which automatically wipes localStorage when the session ends.
- Chrome/Edge: Settings → Privacy → Clear browsing data → Cookies and other site data
- Firefox: Settings → Privacy → Manage data → search "taboola"
- Use tracker-blocking extensions or ad blockers with native-ad filter lists
For site owners, a CMP like CookieFix can automatically block Taboola scripts from loading until the visitor gives explicit consent for the marketing category, preventing this identifier from being set prematurely.
Frequently asked questions
It's a persistent identifier saved by Taboola in localStorage to recognize returning visitors and personalize the sponsored content shown to them.
Not technically, since it's stored in localStorage rather than as an HTTP cookie, but it is legally treated the same way under the ePrivacy Directive.
Yes, since it's used for advertising/tracking purposes, it falls under the marketing category and requires prior consent under GDPR and ePrivacy.
By using a CMP that blocks marketing scripts by default, including Taboola's, until the visitor explicitly accepts that category.