The article Is first-party tracking the future? by Werbepartner first appeared on BASIC thinking. You can always stay up to date with our newsletter.
The threat of cybercrime is currently increasing in every sector. This is also why data protection on the Internet is becoming an increasingly important issue. The question of data collection – who is allowed to collect and what – is becoming more complex. Both for website operators and advertisers. For this reason, we explain why third-party cookies will probably be obsolete in the future and why First-party tracking “the way to go” is.
This is how first-party tracking works
First-party tracking is a method of data storage. Cookies are generated by the browser and exchanged only with the respective web server of the site. In short, cookies are data packages that are stored locally on the user’s computer (or externally) and provide information about surfing behavior. If a website stores cookies, it recognizes the user. This includes passwords, language preferences and how you fill out web forms.
First-party tracking offers the advantage that the system always recognizes the user. This means he doesn’t have to constantly re-enter his default settings, which significantly improves user-friendliness. Website operators and advertisers also benefit from first-party tracking because they can better analyze visitor behavior. Since communication takes place exclusively between the user and the provider, users are also more likely to accept cookies.
The end of Third Party
In 2021, Google announced that the Chrome browser will no longer accept third-party cookies from 2023. This is intended to better protect the privacy of users. In fact, this also means the end of personalized advertising within Chrome.
In contrast to first-party cookies, third-party cookies collect data about third parties on a website. A typical example of this is banner advertising that is hosted on a server other than the advertiser’s. When users interact with the banner, websites collect both first- and third-party data.
Third-party cookies allow providers to track and analyze user behavior across multiple websites. Certain services such as live chats also only work with third-party cookies. However, users have little opportunity to track or control the distribution of their data. Especially in the area of cybercrime, attackers use third-party cookies, for example to access users’ financial data.
That’s why many users use third-party software like AdBlock to stop data collection – which is problematic for advertisers, website hosts and users themselves. In order to still be able to track users on the Internet, advertisers must constantly develop new methods and technologies.
Better data thanks to first-party cookies
While third-party cookies are on the brink of discussion, if not soon to be eliminated across browsers, first-party cookies are still accepted. Users are more open to consenting to First Party because communication takes place exclusively between the user and the website.
This means users can enjoy the benefits of recognition without having to worry about where their data ends up – and what happens to it. At the same time, first-party tracking enables precise collection and analysis of user data, which can then be used for advertising purposes.
Marketing services like easy M allow a completely data protection-compliant analysis of user data and always rely on first party. In contrast to Google Analytics, easy M combines first party with subdomains. This means customers benefit from accurate data collection and no longer have to rely on crooked conversion values.
Find out more about easy M here
The article Is first-party tracking the future? by Werbepartner first appeared on BASIC thinking. Follow us too Google News and Flipboard.
As a Tech Industry expert, I believe that first-party tracking is indeed the future of digital marketing and data collection. With increasing privacy concerns and regulations such as GDPR and the impending demise of third-party cookies, companies are looking for alternative ways to track and target their audiences.
First-party tracking allows companies to directly collect data from their own website visitors and customers, giving them more control over how the data is used and ensuring compliance with privacy regulations. This also helps build trust with consumers, as they are more likely to be comfortable sharing their data with a company they have a direct relationship with.
Additionally, first-party tracking allows for more accurate and personalized targeting, as companies can gather detailed insights about their audience’s behavior and preferences. This can lead to more effective marketing campaigns and higher ROI for businesses.
Overall, I believe that first-party tracking will become increasingly important in the tech industry as companies look for ways to adapt to changing privacy regulations and consumer preferences. It will be essential for companies to invest in technologies and strategies that allow them to effectively collect and utilize first-party data in order to stay competitive in the digital landscape.
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