These types of cookies are generally how companies are able to advertise their products and services on other websites they don’t own. If first-party cookies belong to the domain you’re on, then third-party cookies belong to another domain entirely. Personally, I’m fine with this in most cases. You can always view the website’s privacy policy to understand how your data will be used and by whom.
In my personal view, this is a necessary activity to ensure companies can provide the best experience for visitors while also evaluating the performance of their marketing efforts. Generally, this first-party data collection is done via web analytics platforms like Google Analytics and this ensures that only the organization that owns the website or app can collect the anonymized visitor data and view it. It’s vital to their business to understand how these digital touchpoints are performing, including what online referrers, organic, or paid campaigns are bringing users, and are those users contributing to the organization’s bottom line (are they converting: buying a product, generating ad revenue, etc.). This type of first-party data collection is what InfoTrust helps enterprise organizations architect across their many websites and apps. This is generally referred to as “first-party tracking,” because it involves using first-party cookies that belong to the website domain you’re on. Generally, there is nothing nefarious about this type of tracking as it’s important that companies can understand how people use their digital properties to provide an improved experience, better recommendations, etc. Your behavior on websites and within apps at the least is being tracked by the company behind the website or app. These audiences are then sent to advertising networks like Google so that the eCommerce company can show you ads for that product you viewed but didn’t purchase, but on other sites you visit. It allows companies to create audiences based on visitors to their site that have done something, like visited a certain page, viewed a certain product, or even added a product to their cart but didn’t ultimately purchase. This advertising is called retargeting (or remarketing). A bit creepy, right? This scenario is a perfect example of how your data is being used by companies for advertising. We’ve all been on an eCommerce website and viewed a product but not purchased it, and had that product then seemingly follow us around the internet on other unrelated websites. Let’s talk about how your data is used in advertising. Your online data has a lot of uses for other people, whether they work for a company or within a government.
Before we get into Brave, I want to paint the picture for why the Brave browser is so beneficial. These are all important questions I will answer along with providing one solution to better take control of your online data and privacy: the Brave browser. What are we to make of this? Is our online data and privacy within our control? What is our data even being used for? Are there any personal privacy and security concerns with the data being collected about us? And how can we opt-out of this tracking should we want to? While the Pew research focused only on Americans, I’m confident we would see similar results from people in other countries around the world.
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