"Concerns about the consumer privacy implications of third-party data collection grew through the second half of the 2010s, prompting a number of attempts at reform (both corporate and regulatory) since the beginning of this decade. Given the uncertain future of third-party analytics, law firms have begun looking for ways to track user activity and calculate conversions via other mechanisms that may have more longevity. Here are the latest developments and what law firms can expect to see working well over the next few years."
"Third-party cookies are small bits of data that are placed on users' devices when they visit a website. They are distinguished from first-party cookies by the fact that the website does not add the files to the user's device directly; instead, the cookies are placed on the user's device by a third party, most often an advertising or analytics service."
Third-party cookies enabled granular audience segmentation, targeted advertising, and conversion tracking, but also raised legitimate consumer privacy concerns. Growing privacy worries in the late 2010s prompted corporate and regulatory reform efforts and have cast doubt on the longevity of third-party analytics. Law firms are actively seeking alternative mechanisms to track user activity and calculate conversions that can persist amid changing privacy rules. Third-party cookies operate by placing small data files on users' devices via external advertising or analytics services rather than directly from the visited website. Alternative tracking approaches are emerging to address both analytics needs and privacy constraints.
Read at Above the Law
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