Digital advertising networks searching for new ways to target individuals across websites and devices could turn to second-party data sharing.
Internet cookies come in two flavors. First-party cookies store session data and facilitate website personalization by “remembering” a visitor and her preferences. For example, these cookies keep users logged into a website over distinct visits.
Third-party cookies track individuals across websites and have powered performance marketing for years. These tiny bits of code lead to relevant ad targeting and, for many businesses, superior returns on advertising spend.
