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<p><div class="KonaFilter image-container float_right"><div class="image on-image"><p class="source">Aaron Taube/Business Insider</p></div><p></p></div>Over the past several months, we've written a fair amount about the <a href="http://www.businessinsider.com/microsoft-plans-tracking-alternative-to-cookies-2013-10">"death of the cookie,"</a> and how internet giants like Microsoft, Google, and Apple are all working on their own means of tracking users across the internet.</p>
<p>But there's a distinction to be made when discussing the decline of <keyword id="118638" type="PERSON" weightage="60" keywordseo="Cookies">cookies</keyword>, and it's one we often fail to make. It's an important distinction, because the death of the cookie could set in motion a redistribution of wealth in the adtech business - in favor of the already rich.</p>
<p>Cookies are the small pieces of computer code that track people's activity across the internet. But there are two kinds of cookies: first-party cookies and third-party cookies.</p>
<p>If, say, you visit the New York Times and receive a Times cookie, that's a first-party cookie.</p>
<p>But if you visit the Times<em> after</em> visiting a shopping website, and you come dragging a bunch of those advertisers' cookies, then those are the so-called third-party cookies. They are easy to delete, easy to avoid, and less functional (for advertisers) in an environment that also includes traffic on cookie-free mobile devices.</p>
<p>As of now, third-party cookies don't work on Apple's Safari browser, and they're turned off by default in Mozilla Firefox, as well as on iPads and iPhones. Microsoft's Internet Explorer signals "do not track" for third-party cookies. In addition, many people clear their cookies manually or set their browsers to delete all cookies every thirty days. The result is that the internet's pre-eminent tracking tool is becoming less and less comprehensive to the point of not being useful anymore.  </p>
<p><span style="line-height: 1.5em;">James Lamberti, vice president of the device recognition firm AdTruth, says the upshot here is that the data companies get from these first-party cookies will be of much higher value as the third-party cookie becomes obsolete, and members of the online <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> ecosystem who don't have this first-party data could be left out in the cold.</span></p>
<p>While a small blog is dependent on third-party cookies to help tailor its ads to the users who visit it, a large publisher like the New York Times might have a vast trove of first-party data on its users and their interests based on which stories they've clicked on in the past.</p>
<p>"All of this is creating a situation where performance advertisers - like Netflix, big retailers, and Expedia - as well as publishers - which can be anything from a game developer to News Corp - are able to assert themselves again in a more powerful position because they own the relationship with the consumers," Lamberti said in an interview.</p>
<p>As a result, Lamberti says third parties like data management platforms and advertising exchanges will need to pivot to add value to the relationship between advertisers and publishers, otherwise they'll be cut out entirely. At AdTruth, Lamberti works to offer clients an alternative to cookie-based targeting by identifying users' individual devices and combining that ID with client data to develop audience profiles.</p>
<p dir="ltr">"The good is that, yeah, if you're a News Corp or a CNN or those types of players, even like a Yahoo or an eBay, hopefully you're going to be in a position to protect your margins and re-assert yourself having learned from the last few years," Lamberti said. "On the other hand, it creates a situation where you could have a couple of players, namely Google and Facebook, just take over and have so much power where it's not good for the industry."<span style="line-height: 1.5em;"></span></p>

How The Death Of The Cookie Will Only Help The Rich Get Richer

<p>Hi! Welcome to the Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> daily for November 5. I'm Lauren Johnson, a senior advertising reporter at Business Insider. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">Subscribe here to get this newsletter in your inbox every weekday.</a> Send me feedback or tips at <a href="mailto:ljohnson@businessinsider.com">LJohnson@businessinsider.com</a>.</p><p><strong>First:</strong> We are looking for nominations for the top PR firms in the tech industry. <a href="https://www.businessinsider.com/business-insider-seeks-nominations-for-top-tech-pr-pros-2020-11">Nominations are open until November 18.</a></p><p><strong>Today's news: </strong>What California's Proposition 24 means for <keyword id="6354576" type="UNKNOWN" weightage="60" keywordseo="facebook">Facebook</keyword> and <keyword id="6355629" type="DEFINITION" weightage="60" keywordseo="google">Google</keyword>, <keyword id="320843" type="PERSON" weightage="60" keywordseo="Mark-Penn">Mark Penn</keyword> shopped around Stagwell Group for more than a year, and inside <keyword id="157059" type="COMPANY" weightage="60" keywordseo="General-Mills">General Mills</keyword>' e-commerce strategy.</p><h3><a href="https://www.businessinsider.com/prop-24-privacy-california-data-tracking-facebook-google-2020-11"></a></h3><h3><a href="https://www.businessinsider.com/prop-24-privacy-california-data-tracking-facebook-google-2020-11">California just passed a major privacy law that will make it harder for Facebook and Google to track people and gather data</a></h3><ul><li>California voters passed Proposition 24, a ballot measure that expands the state's existing privacy laws and scales back the amount of data that big tech companies are allowed to collect on people.</li><li><a href="https://www.businessinsider.com/prop-24-privacy-california-data-tracking-facebook-google-2020-11">The law will make it harder for Facebook and Google to track people's activity through third parties, which could make much of the tech giants' advertising business models obsolete, experts told Aaron Holmes.</a></li><li>While Prop. 24 is only active in California, it will effectively apply to all of the US because of the state's huge influence on the tech industry.</li></ul><h3><a href="https://www.businessinsider.com/prop-24-privacy-california-data-tracking-facebook-google-2020-11">Read the full story here.</a></h3><h3><a href="https://www.businessinsider.com/mark-penn-tried-to-sell-stagwell-group-to-ad-giants-2020-11"><div type="image" title="mark penn" height="683" width="911" msid="79051959" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/mark-penn-tried-to-sell-stagwell-group-to-ad-giants-2020-11">Mark Penn tried to sell ad agency network Stagwell Group to rival holding companies as he looks to cut $1 billion in debt</a></h3><ul><li><a href="https://www.businessinsider.com/mark-penn-tried-to-sell-stagwell-group-to-ad-giants-2020-11">Patrick Coffee reports that MDC CEO Mark Penn tried to sell advertising and PR holding company Stagwell Group to rival holding companies and private equity firms for more than a year, said sources with knowledge of the talks.</a></li><li>The effort came immediately after Penn became CEO of holding company MDC Partners and began trying to reduce that company's debt, which stood at more than $1 billion in 2019. Since then, MDC and Stagwell agreed to merge and create what would be the eighth-largest ad holding company with revenues of around $2 billion.</li><li>The main reason investors passed on Stagwell was Penn's asking price of more than $1 billion, the people familiar with the matter said.</li></ul><h3><a href="https://www.businessinsider.com/mark-penn-tried-to-sell-stagwell-group-to-ad-giants-2020-11">Read the full story here.</a></h3><h3><a href="https://www.businessinsider.com/how-general-mills-using-websites-as-e-commerce-content-hubs-2020-11"><div type="image" title="Betty Crocker ingredients" height="1500" width="2000" msid="79051961" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/how-general-mills-using-websites-as-e-commerce-content-hubs-2020-11">General Mills' brand chief explains how the company is shaking up its brands' websites as online shopping takes off</a></h3><ul><li><a href="https://www.businessinsider.com/how-general-mills-using-websites-as-e-commerce-content-hubs-2020-11">Tanya Dua spoke with Brad Hiranaga, North America chief brand officer at General Mills, about how the company's e-commerce strategy is changing.</a></li><li>General Mills is adapting content on its websites for brands like Betty Crocker based on consumer data and trends. When use of appliances like air fryers and grills rose in recent months, the sites responded with content teaching people how to make crescent rolls and pizza using them, for instance.</li><li>General Mills' ad budgets are also shifting from big-reach channels like TV to e-commerce channels like Walmart and Kroger.</li></ul><h3><a href="https://www.businessinsider.com/how-general-mills-using-websites-as-e-commerce-content-hubs-2020-11">Read the full story here.</a></h3><h3>More stories we're reading:</h3><ul><li><a href="https://www.businessinsider.com/fox-corporation-ceo-possible-competition-trump-fox-news-rival-network-2020-11">Fox Corporation CEO says he would welcome the new competition if Donald Trump started a rival network</a> (Business Insider)</li><li><a href="https://www.businessinsider.com/facebook-twitter-trump-premature-presidential-election-victory-warning-2020-11">Facebook and Twitter immediately clamped down on Trump's posts that prematurely declared election victory, but they did so in very different ways</a> (Business Insider)</li><li><a href="https://www.businessinsider.com/gap-sparks-backlash-with-an-election-tweet-2020-11">'Together, we can move forward': Gap deletes tone-deaf election tweet after online backlash</a> (Business Insider)</li><li><a href="https://www.cnbc.com/2020/11/04/political-ads-appear-active-on-facebook-despite-post-election-day-ban.html">Political ads appear 'active' on Facebook ad library despite post-Election Day ban</a> (CNBC)</li><li><a href="https://www.adweek.com/media/the-washington-post-beefs-up-contextual-targeting-in-the-post-cookie-era/">The Washington Post beefs up contextual targeting in the post-cookie era</a> (Adweek)</li></ul><p>Thanks for reading and see you tomorrow! You can reach me in the meantime at <a href="mailto:ljohnson@businessinsider.com">LJohnson@businessinsider.com</a> and <a href="http://newsletter.businessinsider.com/join/4np/advertising-insider">subscribe to this daily email here.</a></p><p>— Lauren</p>

You Searched For "party cookies obsolete" and got 3 results

How The Death Of The Cookie Will Only Help The Rich Get Richer

Aaron Taube

What California's Proposition 24 means for Facebook and Google

Lauren Johnson

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