First and Third-Party Cookies

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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.

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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  • 1. First and Third-Party CookiesWILL CLAYTONVP, DIGITAL PRODUCTS – WILAND DIRECT• What Are They?• How Do They Behave?• How Are They Changing?• What That Means
  • 2. First and Third-Party CookiesWILL CLAYTONVP, DIGITAL PRODUCTS – WILAND DIRECT• What Are They?• How Do They Behave?• How Are They Changing?• What That Means
  • 3. 17 Years in Online Technology:eCommerce, Ad Serving, Rich Media, Marketing Optimization, Behavioral,Multi-Channel Integration , Email, Addressable Advertising, Privacy…COMPETENT!Member… StillWorking onCertification… It‟sReally HardGo Pack!
  • 4. Thanks Google Image Search!IMAGINE A KISS… of enduring beauty and purity;That‟s a FIRST-PARTY RELATIONSHIP; personal and meaningfulbetween consumer and brand
  • 5. 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 ItDesigned to be PERSONAL, Only the DomainThat Issued It Can Read a Web Cookie
  • 6. A First-Party Cookie
  • 7. [REALLY BAD Australian „Crocodile Hunter‟ Accent…]Let‟s See if We Can Observe an ACTUAL COOKIEin It‟s Native Environment…
  • 8. 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 GORGEOUSLook at that CONTENT; That EXPIRATION date;What a Beauty! And with that DOMAIN,only Best Buy and I can see it!
  • 9. 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 witha cookie from DOUBLECLICK.NET?[Aaaaand… SCENE!]
  • 10. Third-Party CookiesIn 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]
  • 11. 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 DefaultIs YOUR MOM really going to changethe browser DEFAULT settings? Are You?BROWSERS
  • 12. 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 Flag1http://www.w3schools.com/browsers/browsers_stats.aspLet‟s DELETE that DoubleClick Cookie, Set Firefox to REJECT THIRD-PARTY COOKIES, Go Back to BestBuy.com and See What Happens!
  • 13. What’s Third-Party Again?Rejected!My BrowserContinues to AcceptBestBuy.com Cookies,but the DoubleClick.netCookie is NO LONGERACCEPTED
  • 14. What’s Third-Party Again?Rejected!Accepted!Wait a Minute!The page Included an AssetThat Issued a Cookie in theYAHOO.COM Domain and MyNo-Third-Party-CookiesBrowser ACCEPTED IT!What Gives?
  • 15. ● 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*UnlessSheClearsHerCookiesand/orHistoryThis means thatMiss Wendy Webbrowser‟sDeeply PersonalRelationship…How Browsers Define First-Party
  • 16. 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 IncludeANYONE with WhomShe‟s Had a PRIORRELATIONSHIP!MOVE ALONG:This is Here forCOMEDIC EFFECT andNot to Imply ThatCross-DomainCookies areHarmful;In Fact, Quitethe Opposite…
  • 17. 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 CookieSHE HAS GOOD TASTE:He‟s a Gentlemanand So Are HisFriends
  • 18. Where Have You Been?GoogleFacebookYouTubeYahoo!AmazonBingeBayWikipediaCraigslistWindows LiveLinkedInTwitterBlogspotAOLGo.comMSNPinterestTumblrAskNetflixSource: Alexa.com (Top US Online Properties by Traffic)Several ofThese Domains areAssociated withMARKETING PLATFORMS;If You Use a Site,Cookies in That Domainare FIRST-PARTY,Anywhere They AreIssued to You,REGARDLESS OF YOURBROWSER SETTINGS
  • 19. Who Wins in All of This?Joe Consumer?Will Rejecting Third-Party CookiesExclude Him FromRetargeting, Behavioral Targeting orOther Interest-Driven Marketing?NOPE.MANY Interest-BasedNetworks Would BeUnable to ServeHim; The Rest WillCONTINUE AS THEY DONOW and Make Upthe Difference
  • 20. Who Wins in All of This?DigitalAdvertisingas a Whole?HighlyCompetitive, HighlyInnovative, JointlyDedicated both toConsumer Privacy andMarketing EffectivenessNope.The Vast Majorityof Ad Tech ProvidersRely onSecure, Compliant, Third-party Cookies toPowerthe Ad-SupportedInternet
  • 21. Who Wins in All of This?A TinyHandful ofHuge CompaniesThat Happen toAlso Function asPortals?Yup.Marketing Associatedwith THESE Firms Will BeMINIMALLY AFFECTEDWhile IndependentCompetitorsSuffer
  • 22. 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
  • 23. QUESTIONS? WILLCLAYTON@GMAIL.COMBUT 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 ConsumersThis document includescontent captured fromonline sources withoutformal copyright holderconsent. It is included as“Fair Use” per US CopyrightOffice guidelines on thebasis that: (1) It is usedexclusively for non-profit,educational purposes, (2)Only Individual images areused from any single work,primarily for identificationpurposes or in a satiricalcontext; (3) It is intended fora narrow audience unrelatedto the original commercialvalue of the work.