What is the u cookie?
The u cookie belongs to Agkn, a data management platform (DMP) and advertising service operated by Neustar (later acquired by TransUnion). It is not set directly by the website owner, but by a third-party Agkn script or pixel, usually loaded through advertising platforms, DSPs, or marketing partners that rely on the Neustar/Agkn infrastructure for targeting and attribution.
It typically appears on a site when a page loads a tag or pixel connected to the Agkn network, for example as part of an advertising campaign, a data partnership, or a cross-domain measurement tool integrated by the site or its marketing agency.
What data it stores
The cookie usually stores a randomly generated unique identifier assigned to the visitor's browser, allowing it to be recognized on subsequent visits across different sites within the Agkn network. The exact value format is not publicly documented and may vary.
Data associated with this identifier is sent to Agkn/Neustar servers (the .agkn.com domain) and may be used to build online behavioral profiles, useful in programmatic ad auctions and campaign performance measurement.
What it is used for
The main purpose is targeted advertising: the cookie allows Agkn to recognize the same user across multiple sites and helps build an interest profile used to serve relevant ads.
For the website that embeds it, this cookie typically supports retargeting campaigns, conversion measurement, or data sharing with advertising partners, without providing any function essential to the site's core display or operation.
Does it require consent?
The „u” cookie falls under the marketing/advertising category in CookieFix's classification. As a non-essential cookie used for cross-site tracking and targeted advertising, it requires prior consent from the user, in line with Articles 4-5 of the ePrivacy Directive (transposed in Romania via Law 506/2004) and GDPR principles on data processing.
The website owner must list it in the cookie policy, correctly categorize it as marketing in the consent banner, and ensure the Agkn script does not run before the visitor gives explicit consent.
How to block or delete u
A visitor can delete or block this cookie from browser settings (Chrome, Firefox, Edge, Safari – cookies and site data management), use private browsing mode, or install anti-tracking extensions. They can also decline the „marketing” category in the site's consent banner, if granular options are offered.
- Manual browser blocking: delete cookies for .agkn.com
- Declining consent for the marketing category in the CMP banner
- Ad-tracker blocking browser extensions
For website owners, a CMP platform such as CookieFix can automatically detect and block marketing-category scripts (including those linked to Agkn) until the visitor gives consent, reducing compliance risk.
Frequently asked questions
It is a marketing cookie set by Agkn, a data platform owned by Neustar, used to identify visitors for targeted advertising and cross-site tracking purposes.
It does not directly contain data like a name or email, but the stored identifier can be used to track a user's online behavior, which is why it is treated as personal data under GDPR.
Yes, as a marketing/tracking cookie, it requires the visitor's prior consent under the ePrivacy Directive (Law 506/2004 in Romania) and GDPR before being placed in the browser.
You can delete cookies from .agkn.com in your browser settings, or decline the marketing category in the consent banner of the site you're visiting.