The current and future state of third-party cookies
Posted: Tue Jan 07, 2025 4:02 am
It should be noted that under modern European legislation, you can refuse these as well.
Third-party cookies are different in nature, as they are used to collect information about you by, for example, advertisers whose content is on the website, as well as various analytics tools.
If the page you visit contains third-party ads, the ad may have a tracking pixel embedded in it. It drops a tracking cookie in your browser, which sends information about your online behavior to its own advertising network, with the aim of better understanding you and your preferences.
If the next site has ads from the same advertiser, a new cookie will be generated there, recognizing that you are the same user as the one on the page where you were tracked a moment earlier. This way, it can again send information to its network about your activities on the current site, and so on. In this way, your digital profile based on cookies continues to grow.
These profiles are then a very interesting commodity for india phone data advertisers, because the longer and better built the profile is, the more likely it is that it can be shown revenue-generating ads. In turn, the user typically knows very little, if anything, about this; the characteristics of third-party cookies include that it is often unclear what information about visitors is collected, what it will be used for and by whom.
It is clear that collecting third-party cookies has a huge advantage for advertisers. Every online impression costs money, and therefore, for advertisers, it is naturally important to aim for the highest possible conversion rate. Due to the complex privacy issues described earlier, aware online users have started to speak out and appealed to legislators to regulate this somewhat wild-looking tracking activity.
The arguments have worked, and in Europe, the GDPR and in the USA, the CCPA ( California Consumer Privacy Act ) have forced companies to be more transparent about what information about visitors is collected, what it is used for, and how to opt out of being tracked .
The change has also begun to be reflected in the activities of browser developers. Apple's Safari browser was the first to categorically block all third-party cookies in 2020. Firefox and the lesser-known Brave also followed suit. So the direction is clear, but Google Chrome, with around 3.45 billion users, is taking a different approach.
Third-party cookies are different in nature, as they are used to collect information about you by, for example, advertisers whose content is on the website, as well as various analytics tools.
If the page you visit contains third-party ads, the ad may have a tracking pixel embedded in it. It drops a tracking cookie in your browser, which sends information about your online behavior to its own advertising network, with the aim of better understanding you and your preferences.
If the next site has ads from the same advertiser, a new cookie will be generated there, recognizing that you are the same user as the one on the page where you were tracked a moment earlier. This way, it can again send information to its network about your activities on the current site, and so on. In this way, your digital profile based on cookies continues to grow.
These profiles are then a very interesting commodity for india phone data advertisers, because the longer and better built the profile is, the more likely it is that it can be shown revenue-generating ads. In turn, the user typically knows very little, if anything, about this; the characteristics of third-party cookies include that it is often unclear what information about visitors is collected, what it will be used for and by whom.
It is clear that collecting third-party cookies has a huge advantage for advertisers. Every online impression costs money, and therefore, for advertisers, it is naturally important to aim for the highest possible conversion rate. Due to the complex privacy issues described earlier, aware online users have started to speak out and appealed to legislators to regulate this somewhat wild-looking tracking activity.
The arguments have worked, and in Europe, the GDPR and in the USA, the CCPA ( California Consumer Privacy Act ) have forced companies to be more transparent about what information about visitors is collected, what it is used for, and how to opt out of being tracked .
The change has also begun to be reflected in the activities of browser developers. Apple's Safari browser was the first to categorically block all third-party cookies in 2020. Firefox and the lesser-known Brave also followed suit. So the direction is clear, but Google Chrome, with around 3.45 billion users, is taking a different approach.