Segment can now track users across sites without third-party cookies

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Apologies in advance for the mixed metaphor, but third-party cookies are rapidly becoming black sheep.

So data connection service Segment is out with a new solution to help brands avoid third-party cookies as they track users between multiple sites.

This week, Apple announced refinements to the way its Safari browser treats third-party cookies, which are those text files deposited on users’ devices by ads, data management platforms and tracking services. They are commonly used to track behavior across many sites.

But, Segment co-founder and CEO Peter Reinhardt told me, 30 to 40 percent of users are not tracked through third-party cookies, because various browsers — such as Safari — block them by default, as do some ad blockers and other browsers. While 60 to 70 percent seems like a pretty decent sample, Reinhardt says it can be a “biased sample” because it excludes, for example, Safari users or users of ad blockers.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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