One important rule for Cookies is that, a Cookie stored locally on a user’s computer can only be accessed by whoever placed that Cookie. Websites thus have their own distinct user-unique identifications. Sometimes though, websites want to mutually “align” that the person they’re recommending ads to, is the same one. More precisely: Cookie syncing works when two ad platforms share and match the information they’ve gathered about the same user in their separate databases. This data mapping process helps identify the users with the help of a string of characters referred to as cookie ID, which is stored on the user’s browser. ...

Google plays a central role in advertising. The story unfolds in the following three aspects: just what it is that makes Google so prominant and omnipresently annoying? First, Google itself generates more than 75% of its revenue from online advertising in 2023—by delivering both performance and brand advertising that appears on Google Search & other properties, YouTube, and Google Network partners’ properties (“Google Network properties”). Other main income: cloud, subscriptions, platforms (mainly Google Play), and devices(i.e. Pixel family). ...

China’s privay landscape China’s privacy landscape presents stark contrasts with the U.S. In the U.S., users enjoy a measure of anonymity, often completing online purchases without even logging in. In contrast, China mandates the registration of phone numbers for almost any online service, driven by legal requirements and platforms’ strategies to build robust first-party databases. While the U.S. retains a relatively decentralized approach to privacy, where data brokers and advertisers freely exchange third-party data, China has erected massive digital “walled gardens.” Platforms like XiaoHongShu and WeChat’s subscription accounts enforce exclusivity by restricting content access to logged-in users, thus amassing extensive first-party data and consolidating market power. ...

Third-party cookies play a pivotal role in constructing comprehensive user profiles, allowing data collectors to segment consumers for targeted advertising. By focusing ads on specific segments rather than the general population, the relevance—and consequently, the value—of each advertisement significantly increases. Advertisement sellers, such as demand-side platforms linking to the ad-exchange marketplace, and ad networks (that links ad supply and demand directly) like Google Ads, thrive on this model. Their business hinges on offering advanced targeting technologies that leverage both user privacy data and broad access to ad markets. ...

Privacy laws worldwide require companies to obtain a certain degree of consent from users before collecting and using their private data. Common examples include a cookie pop-up or a privacy notice. an example for cookie consent—we always read them thoroughly, right? Major regulations, known as privacy laws, include the General Data Protection Regulation (GDPR) and the California Privacy Rights Act (CPRA). These laws specify the legal requirements for websites to inform users about data use and their rights. ...

Data (e.g. data sets, data streams and data services) are collected and sold by data brokers, via data exchange platforms (the marketplace). Data Commerce Cloud (a ‘data monetization’ platform for data suppliers) listed a directory of data marketplaces. A data marketplace can be operated by companies (e.g. professional data marketplace business), government agencies (e.g. Shanghai data exchange), or third-party providers (Amazon and Google). The global market for data is valued USD 968 million in 2022. Key players (top 10) includes: ...

link to the pdf version of pictures

Consider a scenario where a user visits a publisher’s website to read an article. If the publisher has sold its ad-display space to Google, Google will then access the user’s 3rd-party cookies to retrieve the user’s UID (Unique Identifier). This allows Google to match the user with its online database, analyzing the user’s preferences and other data collected from previous website visits. Using this private information, Google can then align the user with advertisers who are targeting specific user segments. This segmentation, based on privacy data collected from third-party cookies, greatly enhances the value of the advertisement. ...

Cookies are small text files that hold a modest amount of data specific to a particular user and website. There are two types of cookies: First-Party Cookies. Stored and used by the same webserver entity: eg. NY Times stores user’s login info and language preference. Third-Party Cookies: The cookie is not being set by the news site directly (the first party), but by a separate entity (the third party). Third-party cookies are used by a third party to collect user information, while the user is browsing on the internet. The collected information is usually processed and stored by the third party for future usage, such as ad targeting, for selling the data. ...

Cookies are small text files that hold a modest amount of data specific to a particular user and website. It is stored locally on a user’s computer. The website specifies what data should be stored in the cookie, such as user ID, session keys, or preferences. I really like this example: Imagine a website is like a hotel. The hotel wants each returning guest to have their room personalized to their requests each time they visit. They have millions of guests so instead of keeping a list of what everyone likes in a huge book, they write the guests requests on their foreheads. That way, there is no confusion and there is no need to identify everyone in a huge database. When a guest returns, they instantly know what they want without even asking. ...