Q&As

What is cookie syncing, integrated tag management and segmentation in advertising?

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Produced in partnership with Jude King of Facebook
Published on LexisPSL on 22/11/2017

The following TMT Q&A produced in partnership with Jude King of Facebook provides comprehensive and up to date legal information covering:

  • What is cookie syncing, integrated tag management and segmentation in advertising?
  • Cookie syncing
  • Integrated tag management
  • Segmentation

What is cookie syncing, integrated tag management and segmentation in advertising?

Cookie syncing

Cookies are small text files that collect certain pieces of information about online users. Each time a user visits a new website, cookies are created and saved onto the user's computer. The cookies will help the website to remember certain things such as the pages that user accessed or the content they viewed.

There are several distinct types of cookie:

  1. first-party cookies are created by the website we visit directly. They are cookies that help to deliver a good user experience. The limitation of first-party cookies is that they can only be read on the website or publisher's domain. They are essentially useless for advertising purposes on other websites

  2. third-party cookies are collected by advertisers that can collect information when you use a website. Third-party trackers can also track user behaviour and use this to display adverts to the user when they visit different websites

Cookies created by one third-party tracker cannot be read by another third party tracker. This restricts the amount of information that can be collected about a user.

Advertisers need to combine user data from various domains and sources and are able to achieve this by

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