Cookies play an essential role in our digital interactions, but not all cookies are the same. In this blog, we explore the difference between first-party and third-party cookies. What are first-party cookies and why are they the better option?
What are third-party cookies?
Third-party cookies are placed on your device by a different website than the one you’re actually visiting. They are primarily used for tracking and advertising purposes. Third-party cookies help to track your browsing behaviour across multiple websites. They can also help to deliver targeted ads based on your interests.
How the third-party cookie crumbles
- Browser restrictions: Major browsers like Safari, Firefox, and Chrome are phasing out third-party cookies.
- Regulatory landscape: Privacy regulations are increasingly limiting the use of third-party cookies.
- Consumer expectations: Third-party cookies can track your online activity extensively, raising significant privacy concerns. Consumers are becoming more aware of privacy issues and demand greater control over their data.
What are first-party cookies?
Websites can also create and control their own cookies. They use these cookies to collect data about your interactions with their website. This first-party data helps to improve your experience, personalise recommendations, and enhance website functionality, eg. by remembering your language preferences, and items in your shopping cart.
First party data can include information received with your consent, eg. when you create an account or sign up for a newsletter. That way you can receive targeted emails or recommendations. But first party data can also be collected without your explicit consent, eg. contextual data. It can include information about your browsing activity on the specific website, such as the pages you visit, the links you click, and the searches you perform. This data can be used to remember your preferences or to suggest products that you might be interested in.
Benefits of first-party cookies
- Improved user experience: First-party cookies streamline your interactions with the website by remembering your preferences.
- Personalised recommendations: Websites can use first-party data to offer tailored recommendations and content that are relevant to your interests.
- Enhanced website functionality: Cookies can help websites remember your preferences and display the site accordingly.
Leveraging first-party data is crucial for publishers and retailers. Our platform helps you build robust customer profiles, understand audience behaviour, and deliver personalised experiences on your own site. This leads to increased engagement, higher conversion rates, and stronger customer relationships.
Recap: the difference between first-party and third-party cookies
- Origin: First-party cookies originate from the website you’re visiting (not Adhese.eu though, we have a cookieless policy), while third-party cookies come from external domains.
- Purpose: First-party cookies focus on enhancing your experience on the specific site. Third-party cookies primarily serve advertising and tracking purposes.
- Data collection: First-party cookies collect data specific to your interactions with that website. Third-party cookies collect data about your browsing behaviour across multiple websites.
- Privacy: First-party cookies are generally considered less intrusive as they are limited to the specific website you’re visiting. Third-party cookies raise greater privacy concerns because of their broader tracking capabilities.
Navigating the cookieless future with Adhese
Our platform empowers publishers and retailers to leverage their valuable first-party data. We provide the tools and technology to build comprehensive customer profiles, segment audiences effectively, and deliver personalised experiences. This allows you to maintain control over your data, build direct relationships with your customers, and drive sustainable revenue growth.
Adhese offers innovative solutions that enable personalised advertising while respecting user privacy. Contextual advertising for example, targets ads based on the content of the webpage. We provide secure and compliant ways to identify and reach your target audience without relying on third-party cookies.
The digital advertising landscape is evolving rapidly. Advertisers, publishers, and retailers can navigate the cookieless future by embracing first-party data strategies and exploring innovative solutions. All while maintaining user trust and delivering effective campaigns.
Want to learn more about how our platform can help you thrive in the cookieless era? You can download our whitepaper here, or contact us for a demo.