What is the TapAd_DID cookie?
TapAd_DID is an HTTP cookie set by Tapad, an advertising technology company owned by Experian that specializes in identifying and linking users across multiple devices, such as a phone, laptop, and tablet.
The cookie typically appears when a site loads an advertising script or measurement tag that integrates Tapad, either directly or through a DSP/DMP platform that relies on their cross-device recognition technology.
What data it stores
The cookie stores a unique device identifier generated by Tapad to distinguish the visitor's browser or device. The exact value format may vary and is not publicly documented in detail.
Data collected through this identifier is sent to Tapad's servers and may be combined with other signals, such as IP address, device type, and browsing behavior, to build a cross-device profile of the user, which is then used by advertising partners.
What it is used for
The main purpose of TapAd_DID is to allow the same user to be recognized when browsing from different devices, so advertisers can deliver consistent ads and measure campaign effectiveness at the person level rather than the device level.
For a website owner, this type of cookie indirectly supports retargeting campaigns or advertising partnerships that rely on Tapad's infrastructure, without necessarily providing a direct, functional benefit to the visitor.
Does it require consent?
TapAd_DID falls under the marketing/advertising category and involves tracking user behavior across multiple devices. Under the GDPR (Regulation 2016/679) and the ePrivacy Directive (as transposed in Romania by Law 506/2004), this type of cookie requires prior consent before it is placed.
- The site owner must disclose this cookie in the cookie policy, including the provider (Tapad) and its purpose (cross-device advertising).
- The script that sets TapAd_DID must be blocked until explicit consent for the marketing category is obtained.
- Refusing consent must not affect the site's core functionality.
How to block or delete TapAd_DID
A visitor can delete or block this cookie through browser settings (Chrome, Firefox, Edge, Safari – privacy/cookies section), or by using ad-tracker blocking extensions. Many browsers block third-party cookies of this type by default.
For site owners, the most reliable approach is using a CMP (Consent Management Platform) such as CookieFix, which automatically blocks the Tapad script until the visitor gives explicit consent for the marketing category, helping meet the prior-consent requirement.
Frequently asked questions
It's a marketing cookie set by Tapad, used to identify and link the same user across multiple devices for targeted advertising purposes.
It typically lasts about 2 months, after which it expires automatically unless reset by a new visit to a site using Tapad.
Yes. As a marketing/advertising cookie, it requires the user's prior consent under GDPR and Law 506/2004 before it can be set.
You can use a CMP that automatically blocks marketing scripts, including Tapad, until the visitor explicitly accepts the advertising category.