What is it a Cookie?
Also called web cookies, Internet cookies, browser cookies. The cookies are small blocks of data created by a web server while a user is browsing a website and placed on the user's computer or other device by the user’s web browser.
Cookies serve useful and sometimes essential functions on the web, they enable web servers to store stateful information (such as items added in the shopping cart in an online store) on the user’s device or to track the user's browsing activity (including clicking particular buttons, logging in, or recording which pages were visited in the past).
Where we can see the cookies -
Enter the browser → open the developer tools be right click and select ‘Inspect’ → navigate to ‘Application’ tab → click on the Cookies in the menu.
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Types of Cookie:
Site functionality cookies – these cookies allow you to navigate the site and use our features.
Site analytics cookies – these cookies allow us to measure and analyze how our customers use the site, to improve both its functionality and your browsing experience.
Customer preference cookies – when you are browsing, these cookies will remember your preferences (like your language or location), so we can make your experience as seamless as possible, and more personal to you.
Targeting or advertising cookies – these cookies are used to deliver ads relevant to you. They also limit the number of times that you see an ad and help us measure the effectiveness of our marketing campaigns.
These cookies can by saved as:
First-party cookies are stored under the same domain you are currently visiting. Those cookies are usually used to identify a user between pages and remember selected preferences. These are generally safer, as long as you are browsing reputable websites or ones that have not been compromised.
Third-party cookies are set by a website other than the one you are currently on, they are mostly used to track users between websites and display more relevant ads between websites.
Cookie Consent - Cookies can be an optional part of the user internet experience, users can limit what cookies end up on your computer or mobile device. Cookie Consent is a quick, easy way to add an interactive cookie permissions pop-up to a site and handle EU Cookies Directive (ePrivacy) and GDPR legislation.
For example -
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And more - Cookie Consent Examples - Privacy Policies
Google ending third-party cookies in Chrome -
Google announced in early 2020 that they will stop using third-party cookies in Chrome before 2022, joining a growing list of browsers ditching the notorious tracking technology.
But the end of third-party cookies does not mean the end of tracking – and the need for true end-user consent to process personal data will persist long after third party cookies and the technologies replacing them. This change can be an advantage for the users but for the ad tech this can be a impact disadvantage. More info - Google Third-Party Cookies Ending - Cookiebot™
There are different solutions to replace the 3st Party cookie -
Unified ID - developed by The Trade Desk, based on SSO (Single Sigh On) login.
PubMatic Identity Hub - group of different solutions, we can support any advertiser adoption using Pubmatic hub.
IntentIQ - provides ad space sellers with their partner DSP & SSP IDs in the ~40% of bids where they have no cookie IDs in place.
Cookie sync - Browsi don’t create new cookie file on publisher’s websites. As part of the request to the exchanges in header bidding protocol, we ask the publisher for the cookie sync address and forward it to the exchange. This process is automatic and happen behind the sense.