This policy explains the categories of cookies and similar technologies Adxe uses, names each one with its purpose and how long it lasts, and sets out the controls available to you. It should be read with the privacy policy, which describes how the resulting information is handled.
This website sets no cookies
adxe.com carries no analytics, no tag manager and no advertising or social pixels, and stores nothing on your device. Its typeface is served by Google Fonts, which delivers the font file without setting cookies; that request is described in the privacy policy. There is nothing here to accept or decline, which is why no consent banner is shown.
The technologies described below operate elsewhere: on advertisers’ own websites where they have deployed the Adxe measurement pixel, in the advertising Adxe delivers on publisher properties, and in the advertiser platform at app.adxe.com. Because the advertising cookies are set for the adxe.com domain, a browser that has been shown an Adxe ad may send them when it visits this website; this website does not read them.
Categories we use
Adxe uses cookies and similar technologies in three categories, and in no others. Adxe does not use them to build profiles of individuals, to infer sensitive characteristics, or for any purpose unrelated to advertising and the operation of the platform.
Strictly necessary
Used to authenticate a signed-in user of the advertiser platform, maintain the session, and protect the service against fraudulent and automated access. These are essential: the platform cannot be used without them. The platform also keeps interface choices, which notifications have been seen and work in progress, such as a payment or a video being generated, in the browser’s own storage. None of these is used for advertising, and the sign-in cookies are removed when the user signs out.
Measurement
Set by the Adxe measurement pixel, as first-party cookies on the advertiser’s own domain, where an advertiser has chosen to deploy it. They record that a browser arrived from a particular ad so that a later action on that site — a purchase, a sign-up — can be attributed to the campaign responsible, and they prevent the same action being counted twice. They persist for a limited period appropriate to that purpose and are controlled by the advertiser whose site sets them.
Advertising
Set when advertising is delivered, and used to recognise the same browser across ad placements. This is what makes it possible to limit how often the same advertisement is shown to the same person, to avoid repeating a product already seen, and to report on delivery. In practice they last less long than the lifetimes below: browsers cap third-party cookie lifetimes well below the lifetime requested, many block them outright, and clearing your browser data removes them immediately.
Cookie and storage register
Every cookie and browser-storage key Adxe sets or reads is listed below. A lifetime is the longest the cookie is set to last. Where a cookie is renewed, that lifetime starts again from the last time it was renewed. Browser storage has no set lifetime: local storage lasts until it is removed or you clear your browser data, and session storage ends when the tab is closed. A name ending in * stands for a family of keys that share that beginning.
Advertising and measurement
| Name | Where | Purpose | Lifetime |
|---|---|---|---|
adxe_vid | adxe.com, in Adxe ads and on sites running the Adxe pixel | A random identifier for this browser, set on adxe.com when an Adxe ad or pixel loads. It limits how often the same ad is shown, places the browser in audiences an advertiser builds from visits to their site, links a later purchase or sign-up to the ad that led to it, and helps detect fraudulent traffic. Renewed each time it is read. | 1 year |
adxe_vid_p | adxe.com, partitioned per website, in Adxe ads | A partitioned copy of adxe_vid holding the same identifier. A partitioned cookie is kept separately for each website it is set on, and is used where the browser withholds adxe_vid on that website. Set and renewed with adxe_vid. | 1 year |
adxe_vid | The advertiser’s own site (first-party), set by the Adxe pixel | Written only where the browser refuses the adxe.com cookie: the same kind of random identifier, stored on the advertiser’s own site, so the visits and conversions it records there can be attributed and used for that advertiser’s audiences. Deleted again if the browser later accepts the adxe.com cookie. | 1 year |
adxe_sync | The advertiser’s own site (first-party), set by the Adxe pixel | When the pixel last checked this browser’s identifier with Adxe and whether the adxe.com cookie was accepted, so the check runs at most once a week rather than on every page. It holds a timestamp and a one-letter mode, no identifier. | 7 days |
adxe_click | The advertiser’s own site (first-party), set by the Adxe pixel | The identifier of the Adxe ad click that brought the browser to the advertiser’s site, so a purchase or sign-up made within the following 90 days can be attributed to that ad. Replaced only by a later Adxe click. | 90 days |
adxe_probe_* | The advertiser’s own site (first-party), set by the Adxe pixel | Written and deleted in the same moment, to find the domain the pixel’s other cookies can be set on (for example example.com rather than shop.example.com). Holds a single digit and never survives the page. | Deleted immediately |
id5id | The advertiser’s own site, local storage, set by ID5 | Set by ID5, not Adxe, in local storage. Where it is already present, the pixel reads the ID5 identifier from it and sends it with the events it records. Adxe never writes, renews or deletes it. | Set by the other company; not limited by Adxe |
cto_bidid | The advertiser’s own site, set by Criteo | Set by Criteo, not Adxe. Where it is already present, the pixel reads the Criteo identifier from it and sends it with the events it records. Adxe never writes, renews or deletes it. | Set by the other company |
These entries are also published in the IAB Europe Transparency & Consent Framework format at adxe.com/device-storage.json, which consent management platforms read to show them to you.
Advertiser platform
| Name | Where | Purpose | Lifetime |
|---|---|---|---|
SID | app.adxe.com | Keeps a signed-in user’s session with the advertiser platform. Not readable by page scripts. | 24 hours |
Authorization | app.adxe.com | A short-lived signed credential proving the user is signed in, renewed automatically while the user is active. Not readable by page scripts. | 15 minutes |
refreshToken | app.adxe.com | Lets the platform renew the Authorization cookie without asking the user to sign in again. Removed on sign-out. Not readable by page scripts. | 30 days |
adxe.auth.session | app.adxe.com, local storage | A marker that this browser has a signed-in session, so the sign-in page can send a signed-in user straight on. Holds no identifier and grants no access. Removed on sign-out or when the session ends. | Until cleared |
adxe.auth.epoch | app.adxe.com, local storage | A random value rewritten whenever the user signs in or out, so the platform’s other open tabs notice the change and refresh. Holds no identifier. | Until cleared |
ui | app.adxe.com, local storage | Interface preferences set in this browser, such as how a report table is sorted and whether a panel is expanded. | Until cleared |
adxe.notifications.watermark:* | app.adxe.com, local storage | Which platform notifications the user has already been alerted to, so the same one is not announced twice. One per user who signs in on this browser, named with that user’s email address. | Until cleared |
adxe.aiVideoClaims | app.adxe.com, local storage | The videos the user has asked the platform to generate and that are still being made, so a reloaded page picks the same one up again instead of starting a new one. Each entry is removed once its video is finished, and ignored 24 hours after it was requested. | Until cleared |
AUDIT_MOCK_DATA | app.adxe.com, local storage, Adxe staff tools only | Read only by Adxe’s internal staff tools, where an Adxe engineer sets it by hand in their own browser to show sample data. The platform never sets it. | Until cleared |
device_id | app.adxe.com, session storage | A random identifier for this browser tab, saved with the user’s platform preferences to show which tab last changed them. | Until the tab closes |
adxe.topUpPress.* | app.adxe.com, session storage | A balance top-up the user has started and not yet seen completed, named with the organisation and account it is for, so retrying it or returning from the bank’s approval page cannot charge twice. Removed once the top-up is settled. | Until the tab closes |
adxe.onboarding.depositConfirming.* | app.adxe.com, session storage | When the user returned from paying a first deposit, named with the organisation it is for, so a reloaded page keeps waiting for the deposit to arrive. Ignored after an hour and removed once the deposit arrives. | Until the tab closes |
adxe-invitation-accept | app.adxe.com, session storage | The code from an invitation link the user opened, kept while they sign in so the invitation can still be accepted afterwards. It grants nothing without the invitee’s own sign-in. | Until the tab closes |
adxe-invitation-handback | app.adxe.com, session storage | A one-time marker that returns the user to the invitation page after signing in. Removed when it is used. | Until the tab closes |
adxe-billing-contact-confirm | app.adxe.com, session storage | The code from a billing-contact confirmation link, kept so reloading the page before pressing Confirm still works. Removed once the confirmation succeeds or the link is refused. | Until the tab closes |
chunk-reload | app.adxe.com, session storage | Records that the tab has already reloaded once to pick up a new version of the platform, so it never reloads in a loop. | Until the tab closes |
entry-reload | app.adxe.com, session storage | Records that the tab has already reloaded once because the platform failed to load after an update, so it never reloads in a loop. Removed once the platform loads. | Until the tab closes |
entry-role-reload | app.adxe.com, session storage | For Adxe staff only: when the tab last reloaded to open the staff version of the platform, so it is not retried more than once every five minutes. | Until the tab closes |
client-config-reload | app.adxe.com, session storage | Records that the tab has already reloaded once because its settings came from a mismatched version of the platform during an update, so it never reloads in a loop. Removed once the settings match. | Until the tab closes |
client-config-sign-in-reload | app.adxe.com, session storage | Records that the tab has already reloaded once to load the signed-in user’s settings after a sign-in in another tab, so it never reloads in a loop. Removed once the settings load. | Until the tab closes |
sentryReplaySession | app.adxe.com, session storage, set by Sentry for Adxe | Set by Sentry, the error-reporting service the platform uses, when it records a replay of a session to diagnose a fault: the replay’s identifier and timing, so one replay continues across page loads in the tab. On-screen text and media are masked in the replay. | Until the tab closes |
None of these is used for advertising or shared with advertisers.
Technologies that are not cookies
Cookies are one of several ways a device is recognised. Adxe also works with:
- Mobile advertising identifiers provided by the operating system, which you can reset or disable in your device settings.
- Industry advertising identifiers already present on a publisher or advertiser page, where another vendor has set them.
- Technical characteristics of the browser and device, which assist in recognising a browser where no cookie is available and in distinguishing genuine traffic from automated traffic.
Your controls
- Every major browser can block third-party cookies, clear cookies on exit, or refuse them entirely. Several block third-party cookies by default.
- Clearing the cookies and site data of an advertiser’s website removes the measurement cookies the Adxe pixel set there.
- Android and iOS both allow you to reset your advertising identifier or turn off personalised advertising at the device level, which applies across every app.
- The industry opt-out tools at optout.aboutads.info and youronlinechoices.eu cover participating advertising vendors.
- Where a publisher operates a consent management platform, declining there prevents the advertising opportunity being offered to Adxe at all.
Blocking cookies does not reduce the number of advertisements you see. It means they are selected with less information, repeated more often, and measured less accurately.
Changes
This policy is updated as the technologies in use change. The version published on this page, with the effective date shown above, is the one that applies.