Why are Third-Party Cookies being phased out from the AdTech?
Summary
• Other alternatives to third-party cookies include universal IDs and device graphs, data clean rooms, the IAB Tech Lab’s Seller Defined Audiences (SDA), self-serve ad platforms, and contextual targeting. Major web browsers like Mozilla Firefox and Apple Safari have also implemented changes to prevent third-party cookies from being created as a way to increase privacy for their users. Apple’s privacy crusade started in its Safari browser back in 2015 when it allowed iOS users to install content blockers, which blocked certain elements on a web page, such as ads. Although the GDPR’s impact isn’t as direct as ad blockers or privacy settings in web browsers, it has significantly reduced the number of available audiences, especially in Europe. Typically, the type of information that can be collected and stored in a first- and third-party cookie ranges from individual IP addresses, search and browser history, products and websites viewed, and specific details about devices.
