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An examination of what truly constitutes a "first-party" or "third-party" cookie, how browsers handle them now and might in the future, and what this all means to consumers and marketers.
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First and Third-Party Cookies
WILL CLAYTONVP, DIGITAL PRODUCTS – WILAND DIRECT
• What Are They?• How Do They Behave?• How Are They Changing?• What That Means
First and Third-Party Cookies
WILL CLAYTONVP, DIGITAL PRODUCTS – WILAND DIRECT
• What Are They?• How Do They Behave?• How Are They Changing?• What That Means
Presented In
It’s Like You Were
There!
17 Years in Online Technology:eCommerce, Ad Serving, Rich Media, Marketing Optimization, Behavioral, Multi-Channel Integration , Email, Addressable Advertising, Privacy…
Click icon to add pictureCOMPETEN
T!
Member… Still Working on
Certification… It’s Really Hard
Hey! That’s Me!I’ve been doing this for a while;I am Passionate About Digital Marketing andConsumer Privacy
Go Pack!
Thanks Google Image Search!
Click icon to add picture
IMAGINE A KISS… of enduring beauty and purity;That’s a FIRST-PARTY RELATIONSHIP; personal and
meaningfulbetween consumer and brand
What is a (Web) Cookie?● The Internet was “Stateless”
● ‘Cookie’ Allows a Server (Site) to RememberSomething About a Visitor
- String of Alphanumeric Characters (up to 4096)
- Browser Should Store Up to 20 Cookies per Domainand at Least 300 Total
- Only Returned to the Site/Domain that Issued It
…If Kisses Were
Cookies… What is Love?
Sites Would FORGET US After Every Request
Cookies
Gave Us an
ENDURING
RELATIONSHIP
Designed to be PERSONAL, Only the Domain That Issued It Can Read a Web
Cookie
Login Name, Preferences,
Pages or Products Visited,
Etc.
Securely Storedon Your Own Browser
A First-Party CookieI Love You Best Buy!
You Know My Consumer Electronics Hopes and Dreams – They’re Safely Stored in the FIRST-PARTY Cookie Between
You and Me
[REALLY BAD Australian ‘Crocodile Hunter’ Accent…]
Let’s See if We Can Observe an ACTUAL COOKIE
in It’s Native Environment…
Set-Cookie=bby_cbc_lb=p-browse-w2b;Expires=Wed, 12-Jun-2013 16:31:00 GMT;domain=www.bestbuy.com;akaau=1371055860~id=9c397a3b39587beaa29837d8d224c974;path=/
[BAD Accent Continues; Gets Worse]
There it is – an ACTUAL COOKIE; It’s GORGEOUS
Look at that CONTENT; That EXPIRATION date;
What a Beauty! And with that DOMAIN,only Best Buy and I can see it!
Set-Cookie=bby_cbc_lb=p-browse-w2b;Expires=Wed, 12-Jun-2013 16:31:00 GMT;domain=www.bestbuy.com;akaau=1371055860~id=9c397a3b39587beaa29837d8d224c974;path=/
Set-Cookie=id=2246896aa1010000||t=1371054062|et=730|cs=002213fd48227;expires=Fri, 12-Jun-2015 16:21:02 GMT;domain=.doubleclick.net;expires=Mon, 21 Jul 2008 23:59:00 GMTpath=/;
[One More with the Accent… Almost Done]
CRIKEY!! What’s That Fella’ Doing Here?!?
How does a visit to BESTBUY.COM leave me with a cookie from
DOUBLECLICK.NET?[Aaaaand… SCENE!]
Third-Party CookiesBest Buy Placed an
Invisible THIRD-PARTY ASSET on Its Pages,
Allowing DoubleClick to ISSUE its Own Cookie
In Fact: Best Buy is so committed to theirrelationship with me that they’ve enlisted as many as20 PARTNERS to help me find what I’m looking for!
[These are reputable partners and I am totally OK with this]
How Do Cookies Behave?● Behavior Determined Entirely By Browser
● Server ‘Issues’ it and the BrowserChooses to Accept It or NotBased on Default and User Settings
● Different Browsers Behave Differently By Default
Your BROWSER determines
whether you ACCEPT a cookie
or not
Is YOUR MOM really going to changethe browser DEFAULT settings? Are
You?
BROWSERS
Browser Cookie Behavior● Mozilla Firefox:
Historical Default = Accept 3P CookiesProposed Default = Reject 3P Cookies
● Google Chrome: Accept Third-Party Cookies
● Apple Safari: Reject Third-Party CookiesFirst Major Browser to Reject 3P Cookies by Default
● Microsoft Internet Explorer: Accept Third-Party CookiesTrying some new Things: “Lists” that block cookies and content; Proposed default inclusion of user “Do-Not-Track” Preference Flag
With about aQuarter of Visitors
on Firefox1, Would theProposed Change Make
aDifference in the Ads
They Receive?
1http://www.w3schools.com/browsers/browsers_stats.asp
Let’s DELETE that DoubleClick Cookie, Set Firefox to REJECT THIRD-
PARTY COOKIES, Go Back to BestBuy.com and See What Happens!
What’s Third-Party Again?
Rejected!
My BrowserContinues to Accept
BestBuy.com Cookies,but the DoubleClick.net Cookie is NO LONGER
ACCEPTED
What’s Third-Party Again?
Rejected!
Accepted!
Wait a Minute! The page Included an Asset That Issued a
Cookie in the YAHOO.COM Domain and
My No-Third-Party-Cookies Browser
ACCEPTED IT!What Gives?
● Mozilla Firefox: Ever Accepted a Cookie● Google Chrome: Ever Accepted a Cookie● Apple Safari: Ever Even Been to the Site● Microsoft Internet Explorer: Ever Accepted a Cookie
BrowserHANDLING of 1st
&3rd Party Cookies is Less Important
Than TheirDEFINITIONS
* U
nle
ss S
he C
lears
H
er
Cookie
s and/o
r H
isto
ry
This means thatMiss Wendy
Webbrowser’s Deeply Personal
Relationship…
How Browsers Define First-Party
Browser 1st Party Definitions● Mozilla Firefox: Ever Accepted a Cookie● Google Chrome: Ever Accepted a Cookie● Apple Safari: Ever Even Been to the Site● Microsoft Internet Explorer: Ever Accepted a Cookie
…May Still Include ANYONE with Whom She’s
Had a PRIOR RELATIONSHIP! MOVE ALONG:
This is Here for COMEDIC
EFFECT and Not to Imply That Cross-Domain Cookies are
Harmful;In Fact, Quite
the Opposite…
Browser 1st Party Definitions● Mozilla Firefox: Ever Accepted a Cookie● Google Chrome: Ever Accepted a Cookie● Apple Safari: Ever Even Been to the Site● Microsoft Internet Explorer: Ever Accepted a Cookie
SHE HAS GOOD TASTE:
He’s a Gentleman and
So Are His Friends
Where Have You Been?
Google Facebook YouTube Yahoo!
Amazon Bing eBay
Wikipedia Craigslist
Windows Live
LinkedIn Twitter
Blogspot AOL
Go.com MSN
Pinterest Tumblr
Ask Netflix
Source: Alexa.com (Top US Online Properties by Traffic)
My ‘No-Third-
Party’ Browser
Accepted a Yahoo.com
Cookie While I Visited
BestBuy.com Because I
Had Checked My eMail
at Yahoo.com The
Day Before
Several ofThese Domains are
Associated withMARKETING PLATFORMS;
If You Use a Site,Cookies in That
Domain are FIRST-PARTY,
Anywhere They AreIssued to You,
REGARDLESS OF YOURBROWSER SETTINGS
This is not to imply that any of these sites are unethical,
simply to point out that
browsers treat VISITED
DOMAINS as first-party and A
HANDFUL OF DOMAINS are
NEARLY UNIVERSALLY
VISITED
Who Wins in All of This?Joe
Consumer?Will Rejecting
Third-Party Cookies Exclude
Him From Retargeting, Behavioral
Targeting or Other Interest-
Driven Marketing?
NOPE.MANY Interest-
Based Networks Would Be Unable to Serve Him; The
Rest Will CONTINUE AS THEY DO NOW
and Make Up the Difference
Who Wins in All of This?Digital
Advertisingas a Whole?
Highly Competitive, Highly Innovative, Jointly Dedicated both to Consumer
Privacy and Marketing
Effectiveness
Nope.The Vast Majority
of Ad Tech Providers Rely on Secure,
Compliant, Third-party Cookies to
Powerthe Ad-Supported
Internet
Who Wins in All of This?A Tiny
Handful ofHuge
Companies That Happen to Also Function
as Portals?
Yup.Marketing Associated with THESE Firms Will
Be MINIMALLY AFFECTED While
Independent Competitors
Suffer
What Can I Do?● Deal With (and Be!) Reputable Online Organizations,
Personally and Professionally● Help Consumers & Others Understand:
- The Difference Between Arbitrarily Blocking “Third--- Party” Cookies and Managing a Marketing Relationship- Clarify definitions before attempting to apply controls
QUESTIONS? [email protected]
BUT SERIOUSLY… I Try to Have Fun with my Presentations, but This is an Important Issue;We Have a Responsibility to UNDERSTAND our industry
and Maintainour COMMITMENT to consumer protection and ethical
marketing.
Points:
• “Third-Party” Doesn’t Mean What Most People Assume It Does
• It Excludes Visited Sites,Regardless of What You’re Viewing Now
• This Leaves “Daily Visit” Sites LargelyUnaffected by Proposed Changes to Cookie handling
• The Net Effect of Third-Party Cookie Blocking isDecreased Competition and Harm to Consumers
This document includescontent captured from
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