article thumbnail

It’s time to re-think our rejection of third-party cookies

Martech

Dig deeper: Alternatives to third-party cookies : The state of play First- and third-party cookies A first-party cookie is written to your browser by the site you’re currently on. A third-party cookie is written by some other site. I’ll also get a Doubleclick cookie.

article thumbnail

GA4 Server-Side Tagging Setup: A Complete GDPR-Compliant Guide for 2025

Single Grain

With GA4 server-side tracking, businesses can achieve 15–30% increase in data completeness , 1+ second reduction in page load (LCP) , 85%+ cookie retention , and 20%+ improvement in attribution accuracy. Critical configuration steps include: Client ID management : Implement persistent first-party cookies with HttpOnly and Secure flags.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Trending Sources

article thumbnail

A Brief Timeline of Signal Loss

VideoWeek

This feature was designed to curb the ability of advertisers to follow users across different websites by effectively blocking third-party cookies and placing strict time limits of first-party cookies, making cross-site tracking far more difficult. Difficult, but not impossible at least at first.

article thumbnail

10 martech predictions of what won’t happen in 2025

Martech

Cookies finally die Despite countless assassination attempts, the ubiquitous cookie remains stubbornly alive. We may be seeing the last few years of the third-party cookie, but even that cookie wont crumble completely in 2025. Dig deeper: Whats next for Googles third-party cookie saga?

article thumbnail

The Big Story: First-Party Cookie Camouflage

AdExchanger

And the latest tweak in Safari will cut down on vendors that camouflage themselves in first-party cookie The post The Big Story: First-Party Cookie Camouflage appeared first on AdExchanger. Ad tech vendors who scrape content to build contextual segments are irking publishers.

article thumbnail

Server-side measurement: What is it really good for?

Martech

The so-called “cookie apocalypse” does not only impact third-party cookies. Safari and Firefox are already limiting certain aspects of the first-party cookies set directly by your website. What do cookies have to do with this? The popularity of first-party cookies.

article thumbnail

6 data collection tactics for marketing in the cookieless future

Martech

Here are six tactics marketers can use with first-party and zero-party data to keep marketing automation programs working. First-party vs. third-party data. First-party cookies are currently supported by all browsers,” he said. 3 first-party data tactics.