What is the tt cookie?
The tt cookie is set by Teads, a company that provides video advertising technology (in-article, outstream formats) used by thousands of publishers and agencies worldwide.
It appears on a website when that site displays ads delivered through the Teads platform, or when the site integrates a Teads tag/pixel directly or via a partner advertising platform. The visitor does not see this cookie visually, but it is written automatically by the ad script.
What data it stores
The tt cookie typically stores a unique identifier generated for the visitor's browser, used by Teads to recognize the same user across later visits or across different sites in its network. The exact value format is not publicly documented in detail and may vary.
The data associated with this identifier is sent to Teads servers (the teads.tv domain) and may be combined with other signals (page visited, ad format shown) for advertising profiling and campaign performance measurement.
What it is used for
The main purpose is targeted advertising and frequency control: Teads uses this identifier to avoid showing the same ad repeatedly to a user, to measure ad viewability, and to build audience segments for targeting purposes.
For the site owner, the cookie indirectly supports advertising revenue by enabling more relevant ads to be served through the Teads network and by allowing accurate performance reporting for ad inventory.
Does it require consent?
- Category: marketing (advertising/tracking)
- Requires prior consent: yes, under the ePrivacy Directive (transposed in Romania via Law 506/2004) and GDPR, since it is not strictly necessary for the site to function but serves advertising-related tracking
- What the site owner should do: declare this cookie in the cookie policy, classify it under the marketing category in the consent banner, and ensure the Teads script does not run before the visitor gives explicit opt-in consent, in line with ANSPDCP requirements
How to block or delete tt
A visitor can manually delete the tt cookie from browser settings (Chrome, Firefox, Edge, Safari – site-specific cookie management section) or use a private/incognito browsing mode, which discards cookies after the session ends. Ad-blocking or tracker-blocking browser extensions can also prevent it from being set.
For site owners, the most practical solution is using a CMP such as CookieFix, which automatically blocks the Teads script and other marketing scripts until the visitor gives consent, avoiding the cookie being set without a legal basis.
Frequently asked questions
It is not malicious, but it is a tracking cookie used for advertising purposes, meaning it can contribute to profiling a user's browsing behavior across websites.
Its typical duration is 1 year, after which it expires automatically, but it may be renewed on each visit if the user consents again to Teads ads.
No, it is not strictly necessary and does not affect the site's core functionality; its role is exclusively tied to delivering and measuring Teads ads.
Yes, any site owner using Teads ads should list the tt cookie in the cookie policy, including its category, provider, and duration.