Technical
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Third-Party Cookie
A cookie set by a domain other than the site you are visiting. For years it powered retargeting and cross-site tracking; browsers have been restricting it.
Detailed explanation
An ad network could recognize someone from site A on site B. Safari and Firefox restricted this early; Chrome policy also shifted. Retargeting and conversion measurement therefore moved toward CAPI and first-party data.
First-party cookies (your own domain) still power sessions and analytics, with purpose and retention tied to consent.
The plan is pixel plus server events, consented lists, and contextual targeting. Marketing does not “end when cookies end”; measurement and targeting change shape.
Frequently asked questions
- Is retargeting dead?
- No, but cross-site cookie tracking is weaker. Lists, CAPI, and in-platform audiences stepped forward.
- Are first-party cookies legal?
- Often yes for analytics if purpose, retention, and consent are clear—and a cookie/privacy notice is in place.
Related terms
Internal links for the topic cluster — read these concepts together.
- First-Party DataData you collect from your own site, app, or email list in a direct relationship. As third-party cookies weaken, it becomes the backbone of media and measurement.
- Pixel (Meta Pixel)A Pixel is a small piece of code placed on a website that sends user behavior data, such as page views and purchases, to an ad platform for measurement and optimization.
- Conversion APISending conversion and event data from your server to an ad platform instead of relying only on a browser pixel. It fills gaps left by cookie and tracking limits.
- Consent ModeA Google tags behavior layer that changes what tags do based on analytics and ads consent. When users decline, measurement may be modeled rather than fully cookied.
- RemarketingRemarketing re-engages people who previously visited your site by showing them tailored ads based on their interest or on-site behavior.