Taboola, Inc. together with its Affiliates (“Taboola”, “we”, “us”, or “our”) recognizes the importance of your privacy. In this cookie policy (“Cookie Policy”), we aim to inform you about the use of cookies, and other automated means of data collection (1) on our website www.taboola.com, and any other Taboola digital properties displaying this Cookie Policy (collectively, the “Sites”) and (2) via our content discovery platform (the “Services”), which appears on the websites and digital properties of our publisher customers to redistribute their own content or recommend the content of our advertiser customers (collectively, the “Customers”). When we refer to “cookies” in this Cookie Policy, we mean both cookies and other automated means of data collection, as defined below. By visiting the Sites and interacting with or using the Sites, you expressly consent to the use of cookies as explained hereafter. We ask our Customers to obtain consent on our behalf, where required by applicable data protection laws, so that we may use cookies and other automated means of data collection on their digital properties.
This Cookie Policy does not govern the use of the Sites, nor the processing of Information (as defined in our Privacy Policy) collected on the Sites. Please read our Terms of Use for more information about the terms governing the Sites. For more information about how we process your Information on the Sites and when you make use of or interact with our Services, please consult our Privacy Policy. Please refer to the websites of our publisher Customers where we place our content discovery platform to learn more about how they may use cookies on their websites or platforms and process your Information that they may have collected.
1. Cookies and Other Automated Means of Data Collection
This section provides more information about cookies and other automated means of data collection, and how they work.
Cookies
Taboola places cookies on our Customers’ websites and digital properties and uses these cookies as set forth in this policy. A cookie is a small text file that is placed on the browser of the hard drive of your computer (or similar device) by websites that you visit. Most websites use cookies. Cookies are typically used in order to make websites function, or function more efficiently, as well as to provide information to the owners of the particular website. Cookies make your use of the Sites and Services more enjoyable and improve the functionality of the services we provide to you. Taboola also uses cookies to tailor content and information that we may send or display to you and otherwise personalize your experience while interacting with our Services. For more information about relevant advertisements delivered by the Services, please read about our Interest Based Advertisements.
Other Automated Means
Our advertiser Customers may place Taboola’s pixel tag on their websites. Pixel tags (also known as pixels, web beacons or clear GIFs) are typically transparent graphic images placed on a website. These pixel tags are used in combination with cookies to measure the actions of visitors to their websites.
For example, we may use pixel tags to track conversions or to create a custom audience for our advertiser Customers to target on our network (i.e. retargeting). For more information about how we may create a custom audience for our advertiser Customers to target on our network, please read about our Interest Based Advertisements.
The specific cookies that we and our third-party partners use on the Sites and when providing our Services as set forth in section 3 below.
2. What Information Do We Collect?
Cookies used on our Sites: The information we receive from our trusted business partners placing third-party cookies on our Sites may include, for example, information about your operating system, the web pages accessed within our Sites, the link that led you to our Sites, the dates and times you accessed our Sites, and event information (e.g. irregular system crashes). We may also use third parties who collect Information about Site Visitors through their own cookies, web beacons, and other technologies regarding your online activities, either on our Sites and/or other websites across the Internet, in an effort to understand your interests and deliver you advertisements that are tailored to your interests. These third parties may include the attribution partners, fraud detection partners, analytics partners and product and functionality partners listed here. For more information about how we may use third parties to deliver you advertisements that are tailored to your interests, please read about our Third Party Online Advertising
Cookies used through our Services: The information that we collect via cookies may include, for example, information about your operating system, the web pages accessed within the websites of our Customers, the website that led you to our Customers’ websites, the dates and times you accessed our Customers’ websites or platforms, event information (e.g. irregular system crashes), and general location information (i.e. city).
Where any of the above-mentioned information, alone or combined with other information, would constitute Personal Data or Personal Information under applicable laws, our Privacy Policy will apply to the processing of such information.
3. What Cookies Do We Use And Why?
Helpful Definitions
A cookie’s categorization — as a ‘first-party’ or ‘third-party’ cookie — depends on who hosts the cookie and where the cookie is placed.
“First-party cookies” are set by the website that the visitor is accessing at the time (e.g. cookies placed by Taboola on www.taboola.com).
“Third-party cookies” are set by a party that is not the owner of that website.
A “browser session” begins when a visitor opens their Internet browser window, and it finishes when the visitor closes the browser window.
“Session cookies” allow a website to temporarily link a visitor’s actions during a unique browser session. Once the visitor closes the browser, all session cookies are deleted.
“Persistent cookies” remain on a visitor’s device for the duration specified in the cookie.
First-Party Cookies Used on Taboola’s Sites
We use the information collected via first-party cookies on our Sites only in connection with our Services. We use the information to remember your information so that you do not need to re-enter it upon your next visit , to monitor how many visitors we have and understand how they engage with different web pages on our Sites, and to improve and manage our Sites. For these purposes, Taboola may use the following categories of cookies:
Strictly Necessary Cookies — These cookies are used for the sole purpose of (i) carrying out a communication over an electronic network, or (ii) providing services that you explicitly request.
Functionality Cookies — These cookies allow the Sites to remember choices that you or your device have indicated (such as your user name, language, or region) and to provide enhanced, personalized features that improve your web experience.
Performance (Analytics) Cookies — These cookies collect information about how visitors use the Sites, such as which pages they visit most often and whether they encountered any error messages. These cookies do not collect information that identifies a visitor; they only collect data points that are aggregated and therefore anonymous. These types of cookies are only used to improve the Sites’ performance.
Advertising (Targeting) Cookies – These cookies are used to deliver advertisements that are particularly relevant to you, based on your interests. They are also used to limit the number of times that you see an advertisement and to measure the effectiveness of an advertising campaign.
You can find more information about the individual cookies used on our Sites, and the specific purposes for which these cookies are used, in the overview below:
Cookie Category
Cookie Name
Purpose
Strictly Necessary Cookies
siteCountry
Maintains a record of the user’s country for site speed performance.
siteCountryCode
Maintains a record of the user’s country code for site speed performance.
siteState
Maintains a record of the user’s US state for legal compliance purposes.
siteLanguage
Maintains a record of the user’s current language code for site speed performance.
has_js
Maintains a record of the browser’s capability to run JavaScript for site performance.
siteCookiesConfirmation
Provides a cookie message confirmation flag.
DNS
Maintains a record of a California user’s instruction not to sell or disclose their personal data to non-service providers.
DNT
Maintains a record of the user’s instruction to not make use of their personal data.
tbp-consent
Maintains a record of the user’s cookie consent collection.
Functionality
mysite_referrer
Maintains referral information on any forms submitted through our sites.
ta_user
Indicates if the user had logged in to Taboola Ads in the past
Performance (Analytics) Cookies
ufcStatus
Describes if and when the user exposed to certain marketing activities
ufcStatusSetSession
Describes if and when the user exposed to certain marketing activities
initialTrafficSource
Saves the first traffic source that initially drove the user to Taboola’s website
utmzzses
Saves the first traffic source that initially drove the user to Taboola’s website
lastTrafficSource
Saves the last traffic source that drove the user to Taboola’s website
GA_Count_Countries__c
Counts the number of different countries a certain user was browsing from
GA_Last_Browser__c
Saves the user’s browser name
GA_Last_Device_Category__c
Saves the user’s device type (Mobile/Desktop)
GA_Last_Operating_System__c
Saves the user’s operating system
GA_Number_of_Events_Form_Engagement__c
Counts the number of form interactions
GA_Number_of_events_Website_Buttons__c
Counts the number of button clicks
GA_Number_of_Events_Youtube_Embedded__c
Counts the number of embedded YouTube interactions
GA_Number_of_Pages__c
Counts the number of pageviews
GA_Number_of_Sessions__c
Counts the number of sessions
previewsSiteCountryCode
Saves the user’s previews country code in cases where there are visits from multiple countries for the same user
GA_Last_Click_Medium__c
Saves the user’s last traffic medium
GA_Last_Click_Source__c
Saves the user’s last traffic source
Advertising (Targeting) Cookies
_uetsid
This is a cookie set by Microsoft Bing Ads and is used to engage with a user that has previously visited our website.
_fbp
This is a cookie set by Facebook and is used to deliver a series of advertisement products such as real time bidding from third party advertisers.
_uetvid
This is a cookie set by Microsoft Bing Ads and is used to engage with a user that has previously visited our website.
Third-Party Cookies on Taboola’s Sites
We use the information collected via third-party cookies on our Sites to remember your information so that you do not need to re-enter it upon your next visit, to monitor how many visitors we have and understand how they engage with different web pages on our Sites, and to improve and manage our Sites. We may use third parties to track or analyze your activity on the Sites for these purposes, or to deliver you tailored advertisements about Taboola’s Services. For more information about how these third parties may collect information about you and deliver you advertisements that are tailored to your interests, please read about our Third Party Online Advertising.
For these purposes, our service providers may use the following categories of cookies on our Sites:
Strictly Necessary Cookies — These cookies are used for the sole purpose of (i) carrying out a communication over an electronic network, or (ii) providing services that you explicitly request.
Performance (Analytics) Cookies — These cookies collect information about how visitors use the Sites, such as which pages they visit most often and whether they encountered any error messages. These cookies do not collect information that identifies a visitor; they only collect data points that are aggregated and therefore anonymous. These types of cookies are only used to improve the Sites’ performance.
Advertising (Targeting) Cookies — These cookies are used to deliver advertisements that are particularly relevant to you , based on your interests. They are also used to limit the number of times that you see an advertisement and to measure the effectiveness of an advertising campaign. These cookies are placed by advertising networks with our permission.
You can find more information about the third-party cookies used on our Sites, and the specific purposes for which these cookies are used, in the overview below:
Cookie Category
Third Party Name
Cookie Name
Purpose
Strictly Necessary Cookies
Google Tag Manager
_dc_gtm_UA-10009552-10
Associated with sites that use Google Tag Manager to load other scripts and code to a page.
HotJar
_hjMinimizedPolls
Set once a visitor minimizes a Feedback Poll widget. It is used to ensure that the widget stays minimized when the visitor navigates through your site
WordPress Session
SESSXXXXXXX
Saves the WordPress site session ID
Cloudflare
_cfduid
User session cookie for Cloudflare’s security purposes
Performance (Analytics) Cookies
Google Analytics
_ga
Distinguishes unique users by assigning a randomly generated number as a client identifier. It is included in each page request in a site and used to calculate visitor, session, and campaign data for the Sites’ analytics reports.
Google Universal Analytics
_gat
This cookie is used to throttle the request rate – limiting the collection of data on high traffic sites.
Marketo
_mkto_trk
This tracking cookie allows a website to link visitor behavior to the recipient of an email marketing campaign, to measure campaign effectiveness.
HotJar
_hjIncludedInSample
This session cookie is set to let Hotjar know whether a particular visitor is included in the sample which is used to generate sales funnels.
Twitter
personalization_id
This is a cookie that is set by Twitter. It allows the visitor to share content from the website on his/her Twitter profile.
Quora
m-b
These cookies are used by Quora integrations
Functionality Cookies
Laravel Site Session ID
laravel_session
This cookie identifies a session instance for a user
Cloudflare
__cf_bm
This is a cookie set by Cloudflare to idetify end-user devices that access customer sites protected by Bot Management or Bot Fight Mode.
Advertising (Targeting) Cookies
DoubleClick (Google)
_ar_v4
This cookie is associated with the DoubleClick advertising service from Google. Helps with tracking conversion rates for ads.
Microsoft Bing Ads
_uetvid
This is a cookie set by Microsoft Bing Ads and is used to engage with a user that has previously visited our website.
LinkedIn
UserMatchHistory
This cookie is used by LinkedIn to track visitors on multiple websites, in order to present relevant advertisements based on the visitor’s preferences.
Google
IDE
This cookie is used used to show Google ads on non-Google sites
Twitter
muc_ads
This is a cookie that is set by Twitter. It is used for optimizing ad relevance by collecting visitor navigation data.
Google
NID
This is a cookie that is set by Google to show Google ads in Google services for signed-out users.
First-Party Cookies Used in Taboola’s Services on Our Customers’ Websites
We use information collected via cookies on our Customers’ websites to make the Services more enjoyable, to improve the functionality of the Services, and to tailor the content that we display to you. For more information about relevant advertisements delivered by the Services, please read about our Interest Based Advertisements.
You can find more information about the individual first-party cookies used for our Services, and the specific purposes for which these cookies are used, in the overview below:
Taboola Publisher
Cookie Category
Cookie Name
Purpose
Domain
Expiry
Strictly Necessary Cookies
DNS
Maintains a record of a user’s instruction not to sell or share their personal data when the user exercises its rights via Taboola’s DNSS portal.
taboola.com
5 years
DNT
Maintains a record of the user’s instruction not to make use of their personal data when the user exercises rights via Taboola’s DSAR portal.
taboola.com
5 years
Functionality Cookies
taboola_session_id
Creates a temporary session ID to avoid the display of duplicate recommendations on the page.
trc.taboola.com
Expires upon conclusion of a user session
receive-cookie-deprecation
Indication of browser cookie deprecation
taboola.com
1 year
trc_cache
Holds recommendation data per page_url for the publisher to reduce the server load and allow fast rendering.
taboola.com
Expires upon conclusion of a user session
trc_cache_by_placement
Holds mapping per page and placement (widget) name types within storage (trc_cache).
taboola.com
Expires upon conclusion of a user session
taboola_select
Maintains a record of whether the user performed an action in the “Taboola Select” ad removal feature.
taboola.com
1 year
taboola_fp_td_user_id
Indicates that the user clicked on an item that was recommended by Taboola’s Services and is used for reporting and analytics purposes.
taboola.com
1 year
trc_cookie_storage
Assigns a unique User ID used for attribution and reporting purposes.
Publisher’s Domain
1 year
Performance (Analytics) Cookies
abLdr
Supports routine technical and performance improvements for Taboola’s browser-based Services.
taboola.com
3 hours
abMbl
Supports routine technical and performance improvements for Taboola’s mobile SDK Services.
taboola.com
3 hours
Advertising (Targeting) Cookies
t_gid
Assigns a unique, User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user based on interactions with an advertiser or publisher.
taboola.com
1 year
t_pid
Assigns a unique, partitioned User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user based on interactions with an advertiser or publisher.
taboola.com
1 year
t_pt_gid
Assigns a unique User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user based on interactions with an advertiser or publisher.
Publisher’s Domain
1 year
Local Storage
Local Storage:
taboola global:last-external
Used for attribution purposes to identify the referring website (i.e. the website that the user visited prior to arriving at the current website).
Publisher’s Domain
Local Storage (deleted when the user deletes it)
Local Storage:
global:last-external-referrer
Used for attribution purposes to identify the referring website (i.e. the website that the user visited prior to arriving at the current website).
Publisher’s Domain
Local Storage (deleted when the user deletes it)
Local Storage:
taboola global:user-id
Assigns a unique User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user (in local storage)
Publisher’s Domain
Local Storage (deleted when the user deletes it)
Local Storage:
_taboolaStorageDetection
An indicator to see if the browser supports local storage which is necessary for the functionality of the website. No data is actually written here and it’s immediately deleted.
Publisher’s Domain
Local Storage (deleted when the user deletes it)
Local Storage:
taboolasmartSwap
Used for storing the latest article recommendations users have seen in previous session
Publisher’s Domain
Local Storage (deleted when the user deletes it)
Taboola Publisher (Newsroom)
Cookie Category
Cookie Name
Purpose
Domain
Expiry
Functionality Cookies
_tb_sess_r
Used on websites of our publisher Customers that utilize the Taboola Newsroom services. It maintains a session reference about the user’s visit to this particular website.
Publisher’s Domain
30 minutes
_tb_t_ppg
Used on websites of our publisher Customers that utilize the Taboola Newsroom services. This cookie is used to identify the referring website (i.e. the website that the user visited prior to arriving at this publisher’s website).
Publisher’s Domain
30 minutes
Performance (Analytics) Cookies
tb_click_param
Used on websites of our publisher Customers that utilize the Taboola Newsroom services. It measures performance of the publisher’s homepage articles that are clicked.
Publisher’s Domain
50 seconds
Taboola Advertiser (Pixel)
Implementation
Cookie Category
Cookie Name
Purpose
Domain
Expiry
Full Javascript Implementation
Functionality Cookie
taboola_session_id
Creates a temporary session ID to avoid the display of duplicate recommendations on the page.
Assigns a unique, User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user based on interactions with an advertiser or publisher.
Assigns a unique User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user based on interactions with an advertiser or publisher.
Advertiser Domain
1 year
Local Storage
taboola global:last-external-referrer
Used for attribution purposes to identify the referring website (i.e. the website that the user visited prior to arriving at the current website).
Advertiser Domain
Local Storage (deleted when the user deletes it)
taboola global:local-storage-keys
Indication on which local storage entries were written by Taboola.
Advertiser Domain
Local Storage (deleted when the user deletes it)
taboola global:user-id
Assigns a unique, partitioned User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user based on interactions with an advertiser or publisher.
Assigns a unique, User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user based on interactions with an advertiser or publisher.
Assigns a unique User ID that Taboola uses for attribution and reporting purposes, and to tailor recommendations to this specific user based on interactions with an advertiser or publisher.
Advertiser Domain
1 year
4. How To Manage Cookies
Cookies used on our Sites: If you do not want our trusted business partners to place cookies on your device when browsing our Sites, you can adjust your browser settings to manage or reject cookies, or to notify you when a cookie is being placed in your Internet browser software. These settings are usually found in the ‘Options’ or ‘Preferences’ menu of your Internet browser. For more information on how to change your browser settings, click on the ‘Help’ section of your Internet browser. Modern Internet browsers also allow you to see what cookies are currently stored on your device and selectively delete them as you wish.
Cookies used through our Services: If you do not want Taboola to place cookies on your device when you interact with or use our Services in order to tailor content and information that we may send or display to you and otherwise personalize your experience while interacting with our Services, you can either adjust your browser settings (as explained above), or click the Opt-Out link in our Privacy Policy. By opting out you give us permission to clear all the cookies that we previously stored regarding your account and to set a new cookie that tells us that we should no longer track you. If you clear all cookies from your browser after you opt out, you will also be clearing the cookie that tells us that you have opted out, so you will need to re-enroll in our opt-out. Opting out only means that you we will no longer deliver targeted content and ads; it does not mean that you will no longer see our Services or contextual ads.
5. Changes and Updates
We may update this Cookie Policy from time to time. We encourage you to periodically review this Cookie Policy to stay informed about our use of cookies, the information we collect via cookies, and any updates in relation thereto.
We will post any changes to this Cookie Policy on our Site. If we make any changes to this Cookie Policy that significantly impact the way we use cookies, we will endeavor to provide you with notice in advance of such change by highlighting the change on our Site.
Your continued use of the Site and the Services constitutes your agreement to this Cookie Policy and any updates.
6. Contact Us
If you have questions about this Cookie Policy, please contact us at:
Taboola, Inc.
16 Madison Square West
7th Floor
New York, New York 10010
Tel: 212.206.7663
Email: support@taboola.com
