The internet without third-party tracking files – what will it look like?

Advertising specialists say that Google’s decision to abandon third-party tracking files is completely understandable and logical, since they have long ceased to meet the needs dictated by the market. However, we had become so accustomed to these files that the question naturally arises: how will the operation of websites look now and what should companies and marketing experts do in light of the latest changes?

Tracking files (in English cookies) – these are small files that store information about each of our browsing histories. When visiting websites, certain data (for example, logins, visited pages, etc.) are stored on devices in order to remember and track the user. There are three kinds of these files:

• first-party – data collected and sent from the currently visited website in order to remember all actions performed;
• second-party – data shared by companies with one another;
• third-party – data collected and sent from various visited websites, so you can see ads for previously viewed products or services on other pages.

In order to track user behavior on the internet, the help of tracking files has been used for a long time, but for privacy reasons and as browser policy has been changing, their use has begun to be restricted. For example, the European Union’s General Data Protection Regulation (GDPR) provides that companies must obtain users’ explicit consent allowing data to be checked and processed. Otherwise, a substantial sum may have to be paid.

Zero-party data – this is an increasingly popular type of information collected when users themselves voluntarily provide certain information to companies: for example, about their preferences or interests. According to Ž. Kvartūnas, this type of information is much more reliable, since people themselves choose to share it and are not forced in any way. It also makes it possible to create a personalized customer experience without violating their privacy and while maintaining the accuracy of the data.