What is the TestIfCookieP cookie?
This cookie tests whether the user's browser accepts persistent cookies to support programmatic ad delivery and measurement.
Table of Contents
About TestIfCookieP
| Vendor | Equativ |
|---|---|
| Cookie Domain | smartadserver.com |
| Category Category The functional category of the technology, such as Web Analytics or Social Media. Learn more | Advertising & Paid Media |
| Consent Category Consent Category The consent category this cookie most commonly falls under across sites we scan, normalized into four standard categories. Learn more | Targeting & Advertising |
| Prevalence | Very Common |
| Popularity Popularity Popularity is calculated from our dataset of 4.5B+ cookies analyzed across hundreds of millions of web pages. Learn more | Found on 11.8% of scanned pages |
| Expiration Type | Timestamp |
| Expiration Duration | 29 days |
| Party Type Party Type Whether the cookie is first-party or third-party. Learn more | 3rd-Party |
| Risk Level Risk Level Rates how sensitive the data stored by this cookie is (High, Medium, or Low) based on data classification and distribution. Learn more | Low |
| Vendor Privacy Policy | https://privacy.equativ.com/ |
| Vendor Website | https://equativ.com |
What is the purpose of TestIfCookieP?
The TestIfCookieP cookie is a third-party technical cookie set by Equativ (formerly known as Smart AdServer before rebranding in 2022). Its primary function is to conduct a simple test to determine if the visitor's browser is configured to accept persistent cookies. The cookie is typically set with a short static value, such as 'ok', rather than a unique user identifier.
By testing for cookie support, the Equativ advertising tag can reliably determine whether it is capable of deploying subsequent functional or tracking cookies. This capability allows the platform to adjust its tracking, bid requests, and ad delivery mechanisms - such as frequency capping or audience segmentation - based on the browser's supported privacy and storage features.
What are the Privacy Risks of TestIfCookieP?
Risk Level: Low
Although this cookie is deployed by a third-party programmatic advertising network, its inherent privacy risk is low. The cookie functions solely as a technical check to confirm whether the browser accepts persistent cookies and typically stores a static string (e.g., 'ok') rather than any unique user identifiers. Consequently, the cookie itself does not track behavior across sites or capture Personally Identifiable Information (PII).
How to Remove TestIfCookieP from a Website
To remove this cookie, site administrators must remove the Equativ (formerly Smart AdServer) tag or pixel from the website's source code or tag management system. If the organization wishes to continue using Equativ's programmatic ad services, administrators should consult Equativ's documentation or contact their account representative to determine if the platform can be initialized in a restricted, cookieless mode that bypasses the persistent cookie test, though this may reduce targeting and measurement capabilities.