Do Not Give Up On First Party Cookies Just Yet

When the company Adify was recently bought out by a new owner, many people started thinking about the recent changes in independent ad management companies in the ad serving industry. The independent companies are being run out of business or bought out by larger companies and it seems like it is impossible for these companies to match the performances by larger companies. They just do not have the resources that the bigger companies have and therefore have no way of remaining in competition with them.

There are conflicts of interest arising between the companies who are selling their ad management and ad serving services and the consumers who are purchasing their services. Many people have researched ways to avoid any conflicts between the two but a solution seems far in the future. Maybe just maybe the solution is not nearly as complicated as people think and the problem can be solved very easily. Using first party cookies as an alternative just might be the alternative solution that everyone has been searching for.

This solution has not been discussed in a serious measure for a long time. The last time it was discussed was when people were looking for a solution for ad blocking. If there were only a small handful of ad servers in existence, they would be very powerful but it would also heavily benefit consumers. People could surf the internet relatively ad free and the only ads they would ever be approached with would be ads targeted towards them that may have even been distributed at their own request.

Before everyone goes and makes up their minds, it should be recognized that this is not the first time first party cookies have been considered as a solution before so this is nothing new to the advertising world.

Instead of ads being served from one centralized location, ads would be served from an advertiser’s personal domain. This would help eliminate the problem of cookies being shared and seen by everyone. A user’s cookies would only be able to be seen by the advertiser who has shown them an advertisement from their personal domain.

The problem is that there are too few ad serving companies right now to use this method. The larger companies that have been either buying out or running the smaller companies out of business would have complete control over everything. They would be distributing the ads and therefore they would have access to all of the cookies. This means that with only a few large companies having access to the cookies, they would still be available for nearly everyone to see because the companies are so large.

The biggest benefit is that the advertiser no matter how large the company would not have access to the entire tracking information recorded by cookies during a campaign. This is all in thanks to them having to distribute ads from their own domain and not through third parties and other ad servers.

Smaller ad serving companies like TruEffect are strongly emphasizing the importance of first party cookies and hope that they can help grow their company. It may at least be worth looking into to see if first party cookies can solve today’s ad serving problems.

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By: Naor

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