What is the u cookie?
This cookie is Used for audience segmentation for advertising.
Our October 2026 scan found it on 21 sites (1% of the 2,450 we scanned), set before any consent.
- Purpose
- Advertising
- Belongs to
- Totvs
- Set as
- Third-party (under another company's domain)
- Typical lifetime
- 12 months (vendor says: 1 year) — about what the vendor documents
Sites that set u before consent
The highest-ranked 21 of 21 sites.
- dell.com12 tracking companies
- ivi.ru10 tracking companies
- pikabu.ru6 tracking companies
- bankofamerica.com3 tracking companies
- washington.edu12 tracking companies
- fidelity.com15 tracking companies
- terra.com.br23 tracking companies
- mirtesen.ru4 tracking companies
- techradar.com6 tracking companies
- ford.com17 tracking companies
Show 11 more sites
- livescience.com6 tracking companies
- gm.com10 tracking companies
- tomshardware.com6 tracking companies
- askona.ru8 tracking companies
- toyota.com19 tracking companies
- space.com6 tracking companies
- netshoes.com.br15 tracking companies
- insales.ru9 tracking companies
- tomsguide.com7 tracking companies
- spectrum.net10 tracking companies
- iz.ru8 tracking companies
Related cookies
Other cookies from Totvs.
- ab11 sites
How to stop it
Declining non-essential cookies in a site's consent banner should stop 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.