Third-party cookies refer to cookies issued from a domain (host) different from the website the user is visiting. They are used by specific websites to track user behavior and utilize that information on other websites. However, in recent years, privacy violation issues caused by third-party cookies have become widespread.
Problems with Third-Party Cookies
- Privacy Violations: Third-party cookies are used to understand users’ browsing history and interests, and to display individually targeted advertisements based on that. This can potentially violate user privacy[2].
- Difficulty in Blocking: Third-party cookies have the characteristic of being difficult for users to block. This makes it hard for users to delete or block cookies to protect their privacy[2].
Alternatives to Third-Party Cookies
- Device Fingerprinting: As third-party cookies are starting to be banned, tracking technologies called “device fingerprinting” are increasing as a means of user tracking. This is a method of identifying users from information about the device they use for browsing sites, such as OS type, web browser type and version, and IP address[2][3].
Third-Party Cookie Issues and Countermeasures in Chrome
Google Chrome announced that it will gradually phase out third-party cookies by 2022. This is a response to user privacy protection and transformation in the advertising industry[2]. Users can manage cookies by changing browser settings to avoid third-party cookie issues[1].
Importance of Countermeasures
- Impact on Advertising: Cookie abolition may affect advertising measurement. Each media outlet and measurement tool publishes tag implementation methods for accurate measurement. It’s important to check these and respond accordingly[2].
- Legal Regulations and Countermeasures: Regulations on third-party cookies are ongoing, and companies need to take countermeasures to respond to them[2].
The third-party cookie issue is an important part of the discussion to protect user privacy, and browsers and the advertising industry are required to find new methods and regulations to resolve this.