Let’s begin this week with something that caught my eye at the tail end of last week. It was an announcement in Media Post with the headline [x+1] Finds Way Around Third-Party Cookie Rejection. For those of you unfamiliar with the nuances of cookies, a third-party cookie is a little tracking file placed by a site other than the one you’re visiting. In other words, if you come to Keith Ritter Media to figure out how to hire me and my site places a cookie from a site where I’m hosting an image, thereby enabling that site to track your web browser, I’ve placed a third-party cookie.
The announcement is important for two reasons – first, many ad networks use third-party cookies to track users across sites (my site’s cookie is useless to any other site) for targeting purposes; second, because some browsers default to disallowing third-party cookies and lots of other users have set their browsers to do the same. Kind of makes one wonder about the announcement – here’s why.
Here are two statements from the article:
About 15% of user browsers reject third-party cookies. Apple’s Safari comes that way as a default, for example. While the browser will not accept third-party cookies, few consumers reject first-party cookies because the Web site they visit will not allow them to search for information on the site.
In October, [x+1] released a Web services API for its “data management platform” (DMP) that allows the company to bypass the need to drop a cookie in a Web browser to track page views and serve up ads.
The digital economy is here to stay – we need to start behaving like grown-ups. Tracking consumers wothout their consent is childish. You with me on that?