What is the tv_U* cookie?
Collects information on user behaviour on multiple websites. This information is used in order to optimize the relevance of advertisement on the website.
Our October 2026 scan found it on 8 sites (0% of the 2,450 we scanned), set before any consent.
- Purpose
- Advertising
- Belongs to
- Magnite
- Set as
- Third-party (under another company's domain)
- Typical lifetime
- 13 months (vendor says: 30 days) — longer than the vendor documents
- Name
- A family of cookies: the part after tv_U varies by site or account.
Sites that set tv_U* before consent
The highest-ranked 8 of 8 sites.
- datadoghq.com14 tracking companies
- instructure.com17 tracking companies
- nielsen.com10 tracking companies
- xero.com18 tracking companies
- docusign.com9 tracking companies
- iqm.com14 tracking companies
- zimperium.com8 tracking companies
- iii.com10 tracking companies
Related cookies
Other cookies from Magnite.
How to stop it
Declining non-essential cookies in a site's consent banner should stop tv_U* being set on later visits. Blocking third-party cookies in your browser settings stops the third-party kind everywhere, and clearing cookies for a site removes any it already set.
Description from the Open Cookie Database (Apache 2.0).
Understanding this page
- How cookie lifetimes work, and why a 13-month _ga matters
What a cookie's "expires" field actually controls, why Google Analytics ships a 2-year default that many sites cut down to 13 months, and how Safari's 7-day cap on script-set cookies changes the picture.
- First-party vs third-party cookies (and why "first-party" still tracks you)
What the distinction actually means technically, why browsers only block one of the two, and how CNAME cloaking, server-side tagging and cookies like _ga let sites keep tracking under their own domain.
- How to block or limit trackers
Browser privacy settings, content blockers, Global Privacy Control and clearing cookies compared honestly — what each one actually stops, what it doesn't, and what it costs you in return.