Third-party data is information collected from users by websites they aren’t directly interacting with. It’s used to track what users do online, like which websites they visit and what they’re interested in, helping advertisers show targeted ads.
This type of data is typically gathered using third-party cookies from services like Google and Meta ad networks.
While they have been integral to online advertising and personalization, concerns about privacy and user consent have led to increased scrutiny and regulatory changes.
To address these privacy concerns, web browsers like Mozilla Firefox and Apple Safari have implemented features such as intelligent tracking prevention (ITP) and enhanced tracking protection (ETP) to block third-party cookies by default.
Google Chrome, while initially planning to phase out third-party cookies by 2022, has extended the timeline to 2025.
These changes reflect a broader shift towards greater transparency and control over online tracking practices. If you’d like to learn more about best practices for effective analytics and advertising that don’t involve third-party data, read these posts:
