Apple Safari and Mozilla browsers have already blocked third party cookies and Google Chrome has announced that it will follow suit in the coming months.

Cookies are tiny bits of information that a website can attach to a visitor’s browser. Cookies have broad use cases depending on the website and situation.

In advertising technology, we usually use cookies to attach user IDs to browsers. That way, we can tell when the same person returns to a website or moves between pages on that website.

Cookies that are created by the website a visitor is browsing are called First party cookies. These types of cookies are integral to the way almost all websites function. These types of cookies are not going anywhere!

Third party cookies are going away. Ok so what are they? Third party cookies are cookie data created on a visitors browser, by a website they are not currently on. Companies like Facebook and Google have companies install their ad tags on websites, these tags generate third party cookies so that Facebook can see when the same user visits different websites. This type of tracking is what enables 1:1 retargeting and view through attribution tracking.

Example: Third party cookies would allow Facebook to know if a user was on CNN.com, visited your website, and then visited weather.com - Assuming that Facebook had their tag present on all those websites. They might use this information to serve you ads, build your behavioral profile, etc. This is the type of tracking that will no longer be possible.

Low. The platform is only interested in tracking users around a single client website, so it utilizes First Party Cookies . Further, the platform’s identity resolution technology is driven by geolocation and not cookies or browser finger printing.

Further, we believe there will be future opportunities to leverage the email address data that the platform resolves for users, to be able to target those users with Facebook ads, Google ads, etc in a similar way that advertisers use retargeting currently.