A first-party cookie is a small text file created and stored by the website a user visits directly. It streamlines the browsing experience by remembering login details, shopping carts, and site settings. Because the host domain owns the data, these cookies provide website owners with greater control and privacy compliance compared to third-party alternatives.
Entity Tracking
- First-party cookie: A data packet created by the domain a user visits to manage sessions and preferences.
- Third-party cookie: A tracking file placed by a domain other than the one the user is currently visiting, typically for advertising.
- Second-party cookie: First-party data shared between two trusted partners through a specific data-sharing agreement.
- Host domain: The specific website address that a user navigates to and interacts with directly.
- Intelligent Tracking Prevention (ITP): A Safari browser feature designed to limit cross-site tracking by restricting cookie behavior.
- Enhanced Tracking Protection (ETP): A Firefox security feature that automatically blocks known third-party trackers.
- Privacy Sandbox: A Google initiative involving a suite of APIs designed to enable digital advertising while protecting user privacy.
What is a First-Party Cookie?
First-party cookies are unique to the website that created them. When you visit a domain, that site’s server or a script running on the page generates a cookie specifically for your session. These files contain unique data about your visit, allowing the website to recognize you when you return.
Unlike other tracking methods, first-party cookies are generally seen as a functional agreement between the user and the site. They only contain information the user enters on that specific website, such as an IP address or form data. This information only goes to the owner of the website being visited.
Why First-Party Cookies Matter
- Streamlined Experience: They allow users to stay logged in and keep items in their shopping carts across different sessions.
- Data Ownership: Using these cookies means the domain owner collects the data directly. This translates to full ownership and better data security.
- Browser Support: All major browsers support first-party cookies, even those that block third-party trackers by default.
- Personalization: Marketers use this data to remember language settings and offer content recommendations based on previous interactions.
- Measurement: They are essential for gathering internal analytics and understanding how visitors navigate a specific site.
How First-Party Cookies Work
- User Visit: A user enters a website directly or through a search engine.
- Cookie Creation: The website server or a JavaScript on the page creates a small text file.
- Local Storage: The browser receives this file and stores it on the user's device.
- Recognition: When the user returns to the site or moves to a different page on the same domain, the browser sends the cookie back to the server.
- Action Persistence: The website uses the data in the cookie to restore the user's previous state, such as their logged-in status or selected preferences.
Types of First-Party Cookies
The corpus identifies three main functional categories for these cookies:
- The Greeter: Recognizes returning users so they can log in automatically with saved credentials.
- The Shopping Basket: Remembers items placed in a cart or on a wish list during a shopping session.
- The Personal Shopper: Analyzes user preferences on the site to recommend specific items or content.
Best Practices
Implement clear consent mechanisms. Even though first-party cookies are less intrusive, laws like the GDPR require disclosure. Use prominent banners to explain their purpose and let users accept or decline.
Provide a preference center. Give users a dedicated page where they can review and manage their cookie settings at any time. This builds trust by offering transparency and control.
Distinguish strictly necessary cookies. Identify which cookies are required for the site to function, such as those for security or cart management. These are often exempt from certain consent requirements but should still be disclosed.
Align with privacy regulations. Stay updated on how regional laws like the CCPA or ePrivacy Directive impact your data collection. Ensure your cookie policy accurately reflects which first-party data you are gathering.
Common Mistakes
Mistake: Assuming all first-party cookies are "strictly necessary." Fix: Categorize cookies accurately. Analytics or personalization cookies often require user consent even if they are first-party.
Mistake: Lack of transparency in the privacy policy. Fix: List the specific types of data collected by your first-party cookies and explain how that data is used to improve the site.
Mistake: Overlooking browser-specific restrictions. Fix: Monitor how features like [Safari’s Intelligent Tracking Prevention (ITP)] (Criteo) may limit the lifespan of your cookies.
Examples
- Example scenario: A user visits an online clothing store and selects "French" as their preferred language. The site stores a first-party cookie. When the user returns two weeks later, the site automatically displays in French.
- Example scenario: A visitor adds a pair of shoes to their cart but closes the tab before purchasing. A first-party cookie saves the cart state, so the shoes are still there when the visitor returns the next day.
- Example scenario: A subscriber logs into a news website. The first-party cookie keeps the session active as they click through different articles, preventing them from having to sign in for every page view.
First-Party Cookie vs. Third-Party Cookie
| Feature | First-Party Cookie | Third-Party Cookie |
|---|---|---|
| Origin | Created by the host website visited. | Created by ad servers or external providers. |
| Data Access | Only readable by the original website. | Readable by any site using the third-party code. |
| Primary Goal | User experience and site functionality. | Cross-site tracking and targeted advertising. |
| Browser Support | Supported by all browsers, including Chrome. | Increasingly blocked by Safari, Firefox, and others. |
| Persistence | Generally stays until deleted or expired. | Often blocked by ad-blockers or "incognito" modes. |
FAQ
Are first-party cookies going away? No. First-party cookies are essential for the basic functionality of the modern web. While technology may eventually evolve to find more elegant solutions, they are currently necessary for keeping users logged in and managing online transactions. Some browsers may limit their lifespan to prevent long-term tracking, but they remain a standard tool for website owners.
Do I need consent for first-party cookies? Yes, in many jurisdictions. While "strictly necessary" cookies (like those for security or shopping carts) might not always require active consent, cookies used for analytics or personalization typically do. Laws like the GDPR and ePrivacy Directive require websites to inform users and often obtain consent before placing non-essential cookies.
How do first-party cookies differ from second-party cookies? The difference is primarily about who sees the data. First-party cookies are used only by the website the user visits. Second-party cookies are essentially first-party data shared with a trusted partner through a data-sharing agreement. For example, a coffee shop might share its cookie data with a partner bakery to improve mutual customer service.
Can users block first-party cookies? Yes. All major browsers provide tools for users to reject or delete cookies. However, blocking all first-party cookies often "breaks" websites, making it impossible to log in or use shopping carts. Most browsers also offer "incognito" or private modes that manage how these cookies are stored after a session ends.
What is the future of cookie-based advertising? The industry is shifting toward first-party data as third-party cookies decline. While Google [rescinded its plan to fully phase out third-party cookies] (Termly), it is [deprecating cookies for 1% of Chrome traffic] (Criteo) to test new privacy-focused APIs. Marketers are now looking to first-party cookies and the Google Privacy Sandbox to maintain ad effectiveness.
