What is the trc_cookie_storage cookie?
trc_cookie_storage is an HTTP cookie set by Taboola, a native advertising and content recommendation network used by many publishers and news sites. It appears on a website when that site embeds Taboola widgets, usually shown as "Recommended for you" or "You may also like" blocks at the end of articles.
The cookie is set by the Taboola script running on the page, so it is technically placed by a third party (Taboola), even though it may appear under the visited site's domain or under a Taboola domain, depending on the implementation.
What data it stores
trc_cookie_storage stores a unique identifier that Taboola uses to recognize a visitor's browser across visits and across partner sites in its network. The exact value format is not publicly documented and may vary; it typically does not contain directly identifying information such as a name or email address, but the identifier is still considered personal data under GDPR because it enables tracking of a person's online behavior.
Data collected through this cookie is sent to Taboola's servers and used to build an interest profile of the visitor based on articles and pages viewed across the network's sites.
What it is used for
For Taboola, the cookie serves to:
- recognize returning visitors to avoid repeating the same recommendations;
- build an interest profile used to personalize recommended content;
- measure the performance of ad campaigns and content widgets;
- target relevant ads based on browsing behavior.
For the site owner, the benefit is more relevant content recommendations, which can increase time spent on the site, and, where a monetization partnership with Taboola exists, revenue from native advertising.
Does it require consent?
trc_cookie_storage is classified as a marketing/advertising cookie. Under the ePrivacy Directive (2002/58/EC, transposed in Romania via Law 506/2004) and GDPR, this type of cookie is not strictly necessary for the website to function, so it requires the visitor's prior, explicit, and informed consent before being set.
Site owners must list this cookie in their cookie policy, correctly categorize it as "marketing" in the consent banner, and ensure the Taboola script does not load before the visitor gives consent. Failing to obtain prior consent can expose a site to enforcement action from data protection authorities.
How to block or delete trc_cookie_storage
Visitors can delete or block this cookie through their browser settings (Chrome, Firefox, Safari, Edge – cookie and site data management sections), or by using tracker-blocking browser extensions. Blocking it does not affect the core functionality of the site, only the display of personalized Taboola recommendations.
For site owners, blocking must happen technically, not just be declared in a policy: the Taboola script needs to be prevented from running until the visitor accepts the "marketing" category. A CMP such as CookieFix can automatically block this script until consent is given, preventing the cookie from being set prematurely.
Frequently asked questions
It is a marketing cookie set by Taboola to recognize visitors and personalize content recommendations and ads shown on sites within the Taboola network.
It usually doesn't contain directly identifying data, but it stores an identifier used to track online behavior, which is why it's considered personal data under GDPR.
Yes, as a marketing cookie it requires the visitor's prior consent before being set, in line with the ePrivacy Directive and GDPR.
Its typical duration is 1 year from being set or last updated, though this can vary depending on Taboola's implementation.