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Global platforms and cross-media measurement: advertisers have more power than they think

Belgium has made significant progress in cross-media measurement, shifting from siloed media metrics to a c...

October 20, 2026

UBA Focus News

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UBA gives European advertisers a voice in the debate on the future of audience measurement

The future of independent audience measurement is being shaped at European level. At consult...

October 19, 2026

Luc Suykens, CEO UBA

UBA Focus News
Blog series | Brands are rethinking their internal marketing capabilities (3/5)

During two roundtables, UBA brought together advertisers from different sectors to explore h...

October 19, 2026

Grégory Marchandise, UBA

UBA Focus News
The biggest threat to local media is not a lack of quality, but a lack of simplicity

How can Belgium’s media and advertising sector hold its ground in a market where inter...

October 6, 2026

Luc Eeckhout, Manager Media & Agencies

UBA Focus News

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Leer onze experts kennen

Anne-Laure de Hults

Manager Strategy and Sustainability

Grégory Marchandise

Manager MarTech and Communication

Luc Eeckhout

Manager Media and Agencies

Miriam Delille

Manager CMI, E-commerce & Sales

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Name	Vendor	Description	Expiry
JSESSIONID*	Vimeo	JSESSIONID is a cookie generated by Servlet containers and used for session management in J2EE web applications for HTTP protocol. If a Web server is using a cookie for session management, it creates and sends JSESSIONID cookie to the client and then the client sends it back to the server in subsequent HTTP requests. JSESSIONID is a platform session cookie and is used by sites with JavaServer Pages (JSP). The cookie is used to maintain an anonymous user session by the server.	current session
OptanonConsent	Vimeo	This cookie is set by the cookie compliance solution from OneTrust. It stores information about the categories of cookies the site uses and whether visitors have given or withdrawn consent for the use of each category. This enables site owners to prevent cookies in each category from being set in the user’s browser, when consent is not given. The cookie has a normal lifespan of one year, so that returning visitors to the site will have their preferences remembered. It contains no information that can identify the site visitor.	1 week
PBSESSION	UBA	Saves the visitor's preferences for the current session	2 hours
ProBaseUserLanguage	UBA	Saves the visitor's language preference	1 year
__cf_bm	Cloudflare	Cloudflare places the __cf_bm cookie on End User devices that access Customer sites that are protected by Bot Management or Bot Fight Mode. The __cf_bm cookie is necessary for the proper functioning of these bot solutions.	30 minutes
_abexps	Vimeo	This Vimeo cookie helps Vimeo remember the settings you have made. This could be a preset language, region or user name, for example. In general, the cookie stores information about how you use Vimeo.	1 year
_cfuvid	Cloudflare	The _cfuvid cookie is used to allow the Cloudflare WAF to distinguish individual users who share the same IP address.	current session
_gid	Vimeo	ID used to identify users for 24 hours after last activity	24 hours
accept-cookies	UBA	Saves the visitor's cookie preference	1 year
cachekey	UBA	Prevents logged in users from seeing a cached site	1 month
has_logged_in	Vimeo	-	10 weeks
is_logged_in	Vimeo	-	10 weeks
pb-sa-*	UBA	Supports performance improvements of the website	current session
pbSurvey*	UBA	Keeps track of whether or not a non-logged-in visitor has completed a survey	1 year
pbTrackId*	UBA	Identification of logged in users	1 month
player	Vimeo	Stores preferences for player controls (i.e. volume, stream quality, captions).	1 year
ppms_privacy_*	Piwik PRO	Stores the visitor’s consent to data collection and usage.	7 days
probase_notice	UBA	Shows functional notifications to the visitor	1 day
procurios-consent	UBA	Saves the visitor's cookie consent	6 months
rememberDevice2FA*	UBA	Identification of the device on which the user used two-factor authentication	30 days
survey-trainingIds	UBA	Saves the ID's of the survey filled in by the visitor.	current session
vuid	Vimeo	Vimeo-generated ID used for generating analytics information for the video owner.	2 years

Name	Vendor	Description	Expiry
_pk_id*	Piwik PRO	Used to store a few details about the user such as the unique visitor ID	13 months
_pk_ses*	Piwik PRO	Short lived cookies used to temporarily store data for the visit	30 minutes
stg_externalReferrer	Piwik PRO	Stores an URL of a website that referred a visitor to your website.	current session
stg_last_interaction	Piwik PRO	Determines whether the last visitor's session is still in progress or a new session has started.	1 year
stg_returning_visitor	Piwik PRO	Determines if the visitor has already been to your website — they are returning visitors.	1 year
stg_traffic_source_priority	Piwik PRO	Stores the type of traffic source that explains how the visitor reached your website.	30 minutes
stg_utm_campaign	Piwik PRO	Stores the name of the campaign that directed the visitor to your site.	session

Name	Vendor	Description	Expiry
bcookie	LinkedIn	Used by LinkedIn to track the use of embedded services.	180 days
li_fat_id	LinkedIn	Member indirect identifier for Members for conversion tracking, retargeting, analytics	1 month
li_gc	LinkedIn	Used to store guest consent to the use of cookies for non-essential purposes	6 months
li_sugr	LinkedIn	Used to make a probabilistic match of a user's identity.	90 days
lidc	LinkedIn	To facilitate data center selection.	1 day
pbVisitorID	UBA	Identification of returning visitors	1 year

Name	Vendor	Description	Expiry
ARRAffinitySameSite	Microsoft	When using Microsoft Azure as a hosting platform and enabling load balancing, this cookie ensures that requests from one visitor's browsing session are always handled by the same server in the cluster.	1 year
VstsSession	Microsoft	Unknown, Microsoft didn't provide any information on this cookie.	5 months
WFESessionId	Microsoft	This cookie is necessary to enable a Power BI session, a Microsoft tool that helps visualize data.	-
ai_session	Microsoft	This is a unique anonymous session identifier cookie.	current session
ai_user	Microsoft	This is a unique user identifier cookie enabling counting of the number of users accessing the application over time.	1 year
sp_landing	Spotify	Required to ensure the functionality of the integrated Spotify plugin.	1 day
sp_m	Spotify	Required to ensure the functionality of the integrated Spotify plugin.	180 days
sp_t	Spotify	Required to ensure the functionality of the integrated Spotify plugin.	180 days

Name	Category	Description	Expiry
__cf_bm	Strictly necessary cookies	Cloudflare places the __cf_bm cookie on End User devices that access Customer sites that are protected by Bot Management or Bot Fight Mode. The __cf_bm cookie is necessary for the proper functioning of these bot solutions.	30 minutes
_cfuvid	Strictly necessary cookies	The _cfuvid cookie is used to allow the Cloudflare WAF to distinguish individual users who share the same IP address.	current session

Knowledge Hub

Global platforms and cross-media measurement: advertisers have more power than they think

UBA gives European advertisers a voice in the debate on the future of audience measurement

Blog series | Brands are rethinking their internal marketing capabilities (3/5)

The biggest threat to local media is not a lack of quality, but a lack of simplicity

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