Cookie policy

Cookies are small files a website stores in your browser. OddsUpfront uses a few of its own. If you agree, it also loads Google Analytics and the tags of the advertising platforms we use, through Google Tag Manager, and these set cookies of their own.

Cookies that need your permission

Nothing in this section runs until you agree. We ask once, with a banner on your first visit, and you can change your answers at the top of this page at any time. There are two parts, and you can accept one without the other.

Measuring visits

Google Analytics counts visits and shows us which pages and features people use, so we can improve the site. Google processes this data for us.

• _ga (up to 2 years): tells visits from the same browser apart, using a random number.
• _ga_… (up to 2 years): keeps the pages of one visit together.

Ads and campaigns

These tell us, and the advertising platforms we use (Google, Microsoft, Meta and TikTok), which ads brought visitors here and which visits led to a click to a bookmaker. The platforms may also use this for their own advertising, under their own privacy policies. A platform's cookies are only set while we advertise with it.

• oa_first (30 days, ours): remembers the first campaign that brought you here: its campaign tags, the ad click id, your first page and the site you came from.
• oa_last (30 days, ours): the same for the most recent campaign link you followed.
• _gcl_au and other _gcl_ cookies (90 days): Google Ads.
• _fbp and _fbc (90 days): Meta (Facebook and Instagram).
• _uetsid (1 day) and _uetvid (13 months): Microsoft Advertising.
• _ttp (13 months): TikTok.

If you go on to a bookmaker, the campaign details are added to our record of that click, so we can tell which campaigns work and credit the right one. We may report the ad click id back to the platform that created it so it can count a sign-up for its ad. We never pass ad click ids to bookmakers.

If your browser sends a Global Privacy Control or Do Not Track signal, we treat it as a "no" to both parts and do not show the banner, unless you accept on this page.

Cookies that do not need permission

These keep the site working or remember choices you made. They are never used for advertising. To clear the choices you made (edition, odds format, stake and the closed banner), use "Forget my settings" at the top of this page.

• cookie_consent (6 months): remembers your answers to the questions above.
• market (up to 1 year): remembers the edition, UK or US, you chose.
• odds_format (up to 1 year): remembers your odds format.
• stake (up to 1 year): remembers your stake for money view.
• fan_id (up to 1 year): a random id set when you vote in Fans vs Bookies or add a pick to a shared slip, so you get one vote per match and can change your own pick. It is not linked to your name or used for advertising.
• market_banner_dismissed (30 days): remembers that you closed the location banner.
• flash (60 seconds): shows one message if a link could not be followed.
• admin_session (7 days): signs in the site's owner. It is never set for visitors.

Storage in your browser

Your coupon, and the stake you last used in our tools, are saved in your browser's local storage. They stay on your device. Only the selections needed to fetch current prices are sent to us.

Changing your mind

Use the switches and buttons at the top of this page at any time. Rejecting a part deletes its cookies on our domain straight away, and its tags stop running. You can also delete cookies in your browser settings.

Once you leave for a bookmaker's site, its own cookie policy applies. Read more in our privacy policy.