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:


  • EU hosting vs. EU sovereignty: Why the difference matters for privacy-first analytics

    As EU-US data transfer tensions continue to evolve, driven by legal uncertainties and heightened regulatory scrutiny, organizations are under increasing pressure to make informed decisions about where and how their analytics data is stored. The collapse of previous data transfer frameworks and the uncertain future of the current EU-U.S. Data Privacy Framework have made one…

  • Why Shopify stores need privacy-compliant analytics

    Shopify store owners depend on analytics to track sales, understand customer behavior, and measure marketing performance. However, as privacy regulations like GDPR, CCPA, and the ePrivacy Directive evolve — and as consumers become more aware of how their data is used — traditional analytics platforms pose increasing risks. Tools that rely on third-party cookies and…