- Third-party cookies are stored in the same way as first-party cookies while the key difference lies in who places them and what they are used for.
- With browsers and regulatory bodies pushing for more privacy-friendly practices, the way we interact with online tracking and advertising is set to change significantly in the coming years.
Third-party cookies are small pieces of data stored on our device by domains other than the one we are currently visiting. These cookies are primarily used by advertisers and analytics companies to track our online behaviour across multiple sites, providing insights for personalised advertisements and marketing strategies. Understanding where third-party cookies are stored and how they function is crucial for managing our online privacy.
Where cookies are stored
Cookies, whether first-party or third-party, are stored in our web browser’s cookie storage. Each browser has a specific way of handling and storing these cookies, but the general principle remains the same: cookies are saved as text files on the device. These files contain data that websites can read to recognise during subsequent visits.
Also read: 5 typical applications of cyber security
Browsers like Google Chrome, Mozilla Firefox, Safari, and Microsoft Edge manage cookie storage, ensuring that cookies are accessible to websites when needed. When users visit a website that sets a third-party cookie, their browser stores this cookie in its designated storage area. The next time the user visit a site that uses the same third-party service, the cookie is accessed, allowing the third-party domain to recognise the device and track the activities across different sites.
The storage of third-party cookies in the browser has significant privacy implications. These cookies enable cross-site tracking, which can lead to detailed profiling of online behaviour. Advertisers and data brokers use this information to deliver targeted ads and content, often without users’ explicit consent. Understanding where and how these cookies are stored is crucial for managing online privacy.
Alternatives to third-party cookies
As third-party cookies face increased scrutiny, the industry is exploring alternative methods for tracking and advertising.
First-party cookies, with the characters less invasive as they do not track across multiple sites, are the primary choice used by the website you are currently visiting.
Also read: Decoding the IP address classification system
Contextual advertising is another solution for protecting users’ privacy by targeting ads based on the content of the webpage rather than user behaviour. Browser fingerprinting collects information about the device and browser settings to create a unique identifier.
The future of third-party cookies is uncertain as both regulatory bodies and browsers move towards greater privacy protections. Regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have increased transparency and user control over data collection practices. Browsers are also phasing out third-party cookies or implementing stricter controls.
Google’s Privacy Sandbox initiative aims to replace third-party cookies with more privacy-preserving technologies that still allow for effective advertising. This initiative focuses on anonymised data and aggregation techniques, aiming to balance user privacy with the needs of advertisers.
