GUIDE
Why identity fails: The truth about first-party cookies
Key takeaways
- Understanding first-party cookies, including the fake ones
- How fake first-party cookies impact marketing and advertising
- The solution to fake first-party cookies, tracking restrictions, and cookie blockers
- Why first-party cookies are the key to identity resolution
- Why Celebrus is the only true first-party data capture solution, unaffected by tracking restrictions
Get the Guide
Most CDPs use fake first-party cookies - and that's why identity is failing.
Many marketers and data scientists are perplexed over gaps in their data and the inability to build and persist comprehensive identity profiles across time, session, and device. They're left wondering what went wrong with solutions that promised first-party data capture and a compliant alternative for third-party cookie deprecation.
Unfortunately, most CDP and Marketing Cloud vendors set cookies that are considered third-party by browsers such as Safari. We call these fake first-party cookies. Since most browsers now either block third-party cookies entirely or delete them after a short period of time, traditional data capture solutions can’t identify a returning, anonymous customer. All the previous browsing data is lost, and it’s impossible to stitch multiple sessions into a single, comprehensive identity.
This guide explores the truth about first-party cookies and why they're the key to your identity challenges.