Third-Party Cookie Deprecation: What It Means for Data Privacy

What is a Third-Party Cookie? Whenever we enter a website, we leave something called “cookies.” Simply put, it is a slight trace (in the form of data) that says we were on a website. These traces tell an IP owner a lot about us (our username, in most cases, where we are, our entire demographic profile, how long we spent on a website, what we did, etc.).

Although it seems harmless, this is a big problem regarding Third-Party Cookie depreciation. That is why I will explain in this article how these cookies behave and how bad management of them can be dangerous for users.

What is a Third-Party Cookie?

Third-party cookies are small data files stored in users’ browsers by domains other than the ones they visit. 

This information is crucial for marketers and advertisers. It helps them gather user information to better understand how they behave and how to show things online. Analytics platforms help marketers and sellers track user behavior across multiple websites for ad targeting and personalization.

Although it is valuable data to personalize our experience and offer better services, irresponsible use can lead to Third-Party Cookie deprecation problems. For example:

• Leakage of sensitive information.
• Vulnerabilization of online data.
• Possible leakage of malware profiles.
• Sale and irresponsible use of personal data on the Internet.

Why Are Third-Party Cookies Being Phased Out?

Just as a website owner is interested in knowing what we do on a website, other companies are also interested in obtaining this data. 

This type of information offers technology companies better insights related to the behavior of online users. There are many measures to have better protection online, but it is a very present threat on the Internet.

Also, the end of third-party cookies will disrupt:

• Ad Targeting: Retargeting and behavioral segmentation will become less precise.
• Attribution Models: Marketers will struggle to track multi-touch conversions.
• Programmatic Advertising: Ad exchanges relying on cross-site data will need alternatives.

Who Checks Your Data?

Ideally, only an IP manager and a URL can access your data. But, in reality, many agents are involved. Here are some of them:

Historically, 

• Ad networks, data brokers, and analytics platforms.
• Retarget users with personalized ads.
• Build detailed consumer profiles without direct user consent.
  Deprecation means these companies will lose access to vast behavioral data.

How Can You Prepare?

Regarding digital security, some basic measures are recommended to use the Third-Party Cookie without implying a risk to the user. Among them, we mention:

• You should strengthen first-party data collection strategies.
• Optimize contextual advertising approaches.
• Test privacy-compliant solutions like Google’s Privacy Sandbox.
• Educate customers on data privacy to build trust.

Do we consider Third-Party Cookie in RPB Marketing?

Yes, in fact, almost all platforms that use a CMS and a hosting service must almost obligatorily use Third-Party Cookies. Also, regulations in different countries force them to establish guidelines about them.

The Third-Party Cookie collects information about users who enter our website, RPBMarketing.com. It is not shared with anyone, and we only use it to see what services and pages are working within our platform.