User data is then periodically exchanged between these systems. This is done outside of the browser and server-to-server. The common user IDs enable the systems to share personal and interest data with each other. All because of the common user ID generated by cookie syncing. As a result, remarketing between external adtech platforms is still possible. Due to the operation of cookie syncing, it is practically impossible for the visitor to check which parties are going to use his data. Schematic operation of cookie syncing. The sync request synchronizes the user IDs between platforms aka piggybacking. An example of cookie syncing To show the scale of cookie syncing, I show you an example of the news website NU.nl below.
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When I open the front page, there are about 45 of them. Trackers that use cookie syncing. This partner then places a cookie containing an ID (3). We can assume that the IDs sent here are used for cookie syncing. Both cookies from these 3rd parties are now filled with Guatemala B2B List a common user ID. Chrome developer tools A look back at the developments In recent years, so-called walled gardens (Google, Apple, Amazon, and Facebook) have been working hard to develop technology that will improve the privacy of the end-user. This will eventually lead to the death of 3rd party cookies and a change of adtech ecosystems. Below are the main developments. Apple ITP Apple has led the way when it comes to blocking cookies and presents itself as the champion of the privacy-friendly internet.
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Intelligent Tracking Prevention (ITP) is the so-called feature of Safari that ensures an optimal privacy environment for the user. Each new version has stricter rules. ITP uses machine learning to assess which trackers are guilty of tracking users. The latter now have a lifespan of 7 days. If 1st party cookies are provided with ‘link decoration’, the lifespan is even only 24 hours. Link decoration is a technique that Facebook uses, among other things, to make 1st party cookies behave like 3rd party by placing userIDs in URLs and then storing them in the cookie. This is a similar technique that uses cookie syncing