{"id":36543,"date":"2023-06-13T09:48:11","date_gmt":"2023-06-13T06:48:11","guid":{"rendered":"https:\/\/orbitsoft.com\/blog\/?p=36543"},"modified":"2023-06-13T09:48:14","modified_gmt":"2023-06-13T06:48:14","slug":"ads-without-cookies","status":"publish","type":"post","link":"https:\/\/orbitsoft.com\/blog\/ads-without-cookies\/","title":{"rendered":"How to set up ad without third party cookies"},"content":{"rendered":"\n<p>Third party cookie is the key instrument of an internet ad. Ad networks use them to show ads based on users\u2019 interests and preferences. Advertisers use them to get new customers.<\/p>\n\n\n\n<p>Just recently browsers have started to ban third party cookies. In this article we tell about technologies that can replace cookie files now: Entity Tag, Fingerprint and ID5. We will show why we preferred using ETag based on our client\u2019s case.<\/p>\n\n\n<div class=\"wp-block-lazyblock-case lazyblock-case-GeztC\"><div class=\"styled-block\">\n  <div class=\"styled-block__main\">\n          <h3 class=\"styled-block__title\">\n        In briefe      <\/h3>\n        <ul class=\"case__list\">\n            \n                    <li class=\"case__item\">\n              \n          <span class=\"case__order\">01<\/span>\n          <div class=\"case__body\">\n            <div class=\"case__title\">\n              <span>Customer<\/span>\n            <\/div>\n            <p><span style=\"font-weight: 400;\">Ad network uses third party cookies for ad personalization<\/span><\/p>          <\/div>\n        <\/li>\n            \n                    <li class=\"case__item\">\n              \n          <span class=\"case__order\">02<\/span>\n          <div class=\"case__body\">\n            <div class=\"case__title\">\n              <span>Problem<\/span>\n            <\/div>\n            <p><span style=\"font-weight: 400;\">Browsers ban third party cookies<\/span><\/p>          <\/div>\n        <\/li>\n            \n                    <li class=\"case__item\">\n              \n          <span class=\"case__order\">03<\/span>\n          <div class=\"case__body\">\n            <div class=\"case__title\">\n              <span>Task<\/span>\n            <\/div>\n            <p><span style=\"font-weight: 400;\">Find personalized data collection technology which doesn\u2019t use cookie files<\/span><\/p>          <\/div>\n        <\/li>\n            \n                    <li class=\"case__item\">\n              \n          <span class=\"case__order\">04<\/span>\n          <div class=\"case__body\">\n            <div class=\"case__title\">\n              <span>Solution<\/span>\n            <\/div>\n            <ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ad network collects users\u2019 data with the help of ETag<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Users can\u2019t delete such cookies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This solution can be quickly implemented and used<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Only unique identifier needs to be found, other user\u2019s data is stored on the servers<\/span><\/li>\n<\/ul>          <\/div>\n        <\/li>\n          <\/ul>\n  <\/div>\n  <\/div><\/div>\n\n<div class=\"wp-block-lazyblock-heading lazyblock-heading-Z23X8wI\"><h2 class=\"article__h\">Ad network needs third party cookies to show relevant ads <\/h2><\/div>\n\n\n<p>Ad network profits from placing ads on site-publishers. It gets reward from advertisers for each click, ad showing or conversion. The more users are interested in the ad, the more money a network will make.<\/p>\n\n\n\n<p>In order to show ads that would interest users, an ad network needs as much information as possible about them: which products they looked for, which city they\u2019re in, which ads they click the most. For example, if someone has pets then probably, they would be interested in pet supplies. The cookie files are usually used to collect users\u2019 information.<\/p>\n\n\n\n<p>The information collected this way is stored on the ad network servers which is linked to the unique user\u2019s identifier or ID. It\u2019s assigned to every user the very first time they visit the site. In the future, ad network will recognize a specific user precisely by his ID.<\/p>\n\n\n<div class=\"wp-block-lazyblock-figure lazyblock-figure-Z15lg9p\"><figure class=\"article__figure \">\n        <div class=\"article__figure-img\" >\n        <img decoding=\"async\" src=\"https:\/\/orbitsoft.com\/blog\/wp-content\/uploads\/eng_tg_image_3339822517.png\" alt=\"Scheme: how cookies work in ads\">\n    <\/div>\n                <figcaption><em>User\u2019s ID is transmitted to the site server with an ad system tracker when he visits it. The system finds data it has for this ID and selects relevant ads<\/em><\/figcaption>\n    <\/figure><\/div>\n\n\n<p>We will write more about how cookies work in ads in a different article.<\/p>\n\n\n<div class=\"wp-block-lazyblock-heading lazyblock-heading-VrwlO\"><h2 class=\"article__h\">Problem: browsers started to ban third party cookies  <\/h2><\/div>\n\n\n<p>Yandex Browser, Firefox and Safari have stopped sending cookies to the third-party systems. Chrome is planning to do the same in 2023. Browsers want to protect their users from frauds who can steal their personal data and passwords through tracking systems.<\/p>\n\n\n\n<p>The ban affects cookie-file ads only. The ad networks won\u2019t be able to install their trackers on sites, collect users\u2019 data and show them personalized ads after this ban.<\/p>\n\n\n<div class=\"wp-block-lazyblock-figure lazyblock-figure-9O7Cn\"><figure class=\"article__figure \">\n        <div class=\"article__figure-img\" >\n        <img decoding=\"async\" src=\"https:\/\/orbitsoft.com\/blog\/wp-content\/uploads\/eng-1.png\" alt=\"Screenshot: a list of trackers blocked by Firefox\">\n    <\/div>\n                <figcaption><em>If someone visits a site using Firefox, a shield icon will appear in the address bar with the number of blocked trackers<\/em><\/figcaption>\n    <\/figure><\/div>\n\n<div class=\"wp-block-lazyblock-heading lazyblock-heading-Z20yP0E\"><h2 class=\"article__h\">Solution: users\u2019 identification without cookies <\/h2><\/div>\n\n\n<p>Developers suggest using unique identifiers without cookies to solve this problem. It\u2019s also called Web 3.0 identifiers: they\u2019re a philosophical part of the new 3-d internet generation.<\/p>\n\n\n\n<p>We wrote more about what the future of the internet would look like with examples of services already built on the principles of Web 3.0 in this article<a href=\"https:\/\/orbitsoft.com\/blog\/web-3-0-the-evolution-of-the-internet-from-one-page-sites-to-metaverses\/\"> \u201cWeb 3.0: the internet evolution from one-page sites to meta universes\u201d.<\/a><br>There are lots of ways to identify users without cookies and here\u2019s some of them.<br><br><strong>A unique fingerprint of the FingerprintJS browser. <\/strong>It tracks the user\u2019s browser and device.<\/p>\n\n\n<div class=\"wp-block-lazyblock-figure lazyblock-figure-ZObVoC\"><figure class=\"article__figure \">\n        <div class=\"article__figure-img\" >\n        <img decoding=\"async\" src=\"https:\/\/orbitsoft.com\/blog\/wp-content\/uploads\/eng_tg_image_1818988864.jpeg\" alt=\"Illustration: Fingerprint\">\n    <\/div>\n        <\/figure><\/div>\n\n\n<p>FingerprintJS library requests user\u2019s browser and device settings: installed plugins, screen size and resolution, color depth, operational system, time zone, language. Fingerprint adds Canvas Fingerprint to the received data and forms a 32-bit number &#8211; a unique identifier.<\/p>\n\n\n\n<p>This identification method is based on the combination of browser parameters, operation system and graphics equipment which is unique for each device. However, in practice, the Fingerprint doesn\u2019t clearly distinguish one user from another. For instance, all the Apple smartphones of the same model are perceived as a single device: they have the same processor, the same graphics accelerator and the same system library.<\/p>\n\n\n\n<p>The technology has other disadvantages:<\/p>\n\n\n\n<ul>\n<li>If the user updates the browser, the resulting fingerprint will change. This is a new user from Fingerprint point of view.<\/li>\n\n\n\n<li>The accuracy is lowered for the 42-nd and older version of Chrome because it stopped activating plugins \u2013 they now are shown in Fingerprint.<\/li>\n\n\n\n<li>Preferences, search history and other information is not available for Fingerprint. This instrument isn\u2019t suitable for ad networks.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-lazyblock-banner lazyblock-banner-ZmXrnz\"><div \n  class=\"banner\n   \n  \" \n  >\n    <div class=\"banner__body\">\n        <h2 class=\"banner__h\"><strong>Solution for ad managing<\/strong><\/h2>\n        <div class=\"banner__content\">\n            <ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Smart algorithms development for personalized ads and prediction clickability modules development;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Traffic purchase automation;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Implementation of header bidding and other ad purchasing technologies.<\/span><\/li>\n<\/ul>        <\/div>\n                            <div \n              class=\"banner__button button js-form-modal\n               button_style_light-on-promo2\">\n              Order a free consultation                          <\/div>\n            <\/div>\n    <div class=\"banner__photo\">\n        <img decoding=\"async\" src=\"https:\/\/orbitsoft.com\/blog\/wp-content\/uploads\/product-form-1.png\" alt=\"\" class=\"banner__img\">\n    <\/div>\n<\/div><\/div>\n\n\n<p><strong>Identifier ID5. <\/strong>It allows ad networks to collect data about users and share it among them.&nbsp;<\/p>\n\n\n<div class=\"wp-block-lazyblock-figure lazyblock-figure-1BIngn\"><figure class=\"article__figure \">\n        <div class=\"article__figure-img\" >\n        <img decoding=\"async\" src=\"https:\/\/orbitsoft.com\/blog\/wp-content\/uploads\/eng_tg_image_3915975366.jpeg\" alt=\"Illustration: ID5\">\n    <\/div>\n        <\/figure><\/div>\n\n\n<p>ID5 collects users\u2019 data via hashed email addresses, page URLs, IP addresses and timestamps.<\/p>\n\n\n\n<p>This is not a standalone app, rather a network with the connection to the ecosystem. Together, ad networks collect users\u2019 data and share it with each other through ID5 identifier. In order to get access to the data, one needs to become an ecosystem partner \u2013 through direct integration with ID5 API or through distribution partners.&nbsp;<\/p>\n\n\n\n<p>How ID5 works:<\/p>\n\n\n\n<ul>\n<li>User visits the site that has the ID5 code.<\/li>\n\n\n\n<li>The ID5 code generates a unique user\u2019s identifier.<\/li>\n\n\n\n<li>The encrypted identifier is transmitted to the ad partners that are part of an ecosystem.<\/li>\n\n\n\n<li>&nbsp;Ecosystem participants decrypt the identifier, identify the user, match the data about this user in their databases and show him relevant ads.<\/li>\n\n\n\n<li>When the user visits another site which also uses ID5, his identifier is transmitted alongside with the ad query.<\/li>\n<\/ul>\n\n\n\n<p><strong>Caching ETag (Entity Tag).<\/strong> It helps to identify users via cache ID.<\/p>\n\n\n<div class=\"wp-block-lazyblock-figure lazyblock-figure-nv1qS\"><figure class=\"article__figure \">\n        <div class=\"article__figure-img\" >\n        <img decoding=\"async\" src=\"https:\/\/orbitsoft.com\/blog\/wp-content\/uploads\/eng_tg_image_2814908746.jpeg\" alt=\"Illustration: ETag\">\n    <\/div>\n        <\/figure><\/div>\n\n\n<p>The caching process with using ETag is as follows:<\/p>\n\n\n\n<ul>\n<li>User visits the site and the browser requests content from the server according to this URL.<\/li>\n\n\n\n<li>The server sends page content and includes an ETag in the response header \u2013 a unique set of characters that corresponds to the current version of the page. E.g., \u201cETag: abcdef\u201d.<\/li>\n\n\n\n<li>Browser saves ETag and includes it in the request header when making subsequent requests to the server. E.g., \u201cIf-None-Match: abcdef\u201d.<\/li>\n\n\n\n<li>The server compares the current page version ETag with what browser transferred. If they match, the server sends a response with the \u201c304 Not Modified\u201d status. It means that the browser can use a cached version of the page. If the set of characters doesn\u2019t match, the server transfers the browser a current version of the page and a new ETag.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-lazyblock-figure lazyblock-figure-Z1mftmP\"><figure class=\"article__figure \">\n        <div class=\"article__figure-img\" >\n        <img decoding=\"async\" src=\"https:\/\/orbitsoft.com\/blog\/wp-content\/uploads\/eng_tg_image_1985779839.jpeg\" alt=\"Scheme: how ETag works\">\n    <\/div>\n        <\/figure><\/div>\n\n<div class=\"wp-block-lazyblock-figure lazyblock-figure-Zw03za\"><figure class=\"article__figure \">\n        <div class=\"article__figure-img\" >\n        <img decoding=\"async\" src=\"https:\/\/orbitsoft.com\/blog\/wp-content\/uploads\/\u0411\u0435\u0437\u044b\u043c\u044f\u043d\u043d\u044b\u0439.png\" alt=\"Screenshot: a ETag through Chrome DevTools\">\n    <\/div>\n                <figcaption><em>This is how a unique cache identifier looks like. It can be looked up through Chrome DevTools<\/em><\/figcaption>\n    <\/figure><\/div>\n\n\n<p>ETag technology doesn\u2019t need third party cookies, yet it\u2019s suitable for collecting data about site users. That is why it\u2019s used by ad networks and system analytics.<\/p>\n\n\n\n<p>How ETag uses the ad networks:<\/p>\n\n\n\n<ul>\n<li>The user visits the site. If the viewed page is in the browser cache, the HTTP response header of the server contains a unique ETag cache identifier.<\/li>\n\n\n\n<li>ETag is transmitted to the ad network server. The server uses the parameters it receives to select ads and returns relevant ads.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-lazyblock-heading lazyblock-heading-Z11bg4f\"><h2 class=\"article__h\">Conclusion <\/h2><\/div>\n\n\n<p>From our point of view, the ETag technology suits the most for the replacement of the ad network cookies. We\u2019ve been using it in our clients&#8217; projects for several years now. Here\u2019s a few reasons why:<\/p>\n\n\n\n<ul>\n<li>ETag technology is cheaper and it doesn\u2019t depend on third party systems.<\/li>\n\n\n\n<li>The user can\u2019t delete such cookies.<\/li>\n\n\n\n<li>This solution is quick to use and implement.<\/li>\n\n\n\n<li>Only a unique identifier needs to be found. The rest of the user\u2019s data is stored on servers.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Third party cookie is the key instrument of an internet ad. Ad networks use them to show ads based on users\u2019 interests and preferences. Advertisers use them to get new customers. Just recently browsers have started to ban third party cookies. In this article we tell about technologies that can replace cookie files now: Entity [&hellip;]<\/p>\n","protected":false},"author":214,"featured_media":36544,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[196],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to set up ad without third party cookies - OrbitSoft Blog<\/title>\n<meta name=\"description\" content=\"Technologies that can help to go through browser cookies ban right now: ETag, Fingerprint and ID5. 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