Glossary

AdTech industry is vast and ever-changing. It might be hard to keep up with all the new slang, but worry not - our glossary will keep you properly updated!

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Third-Party Tracking

What is Third-Party Tracking ?

A principle of affiliates getting notified every time a conversion is made. Third-party tracking relates to tracking the activities of users on the site or in the campaign and from other platforms. Third-party trackers capture and analyze the user's activities on a site and serve new advertising accordingly. Tracked user activity involves impressions, clicks, interactions, and other behavior. Usually, third-party trackers are considered creepy. Once a third party is on a page, this third party can turn around and invite several other third parties to the homepage. Your personal information is valuable, and it is your right to know whatever data you collect.

The trick is to collect this data and secure services with third parties to help them develop new ways to entice customers to spend money, join up, and give up more information. It would be good if you elected to give up this data for genuine gain, but you could never see any benefit other than an ad, and none of you were included in the decision. You may assume this tracking is anonymous since it does not contain your true identity. However, many third parties know your genuine identity. When, for instance, Facebook operates as a third-party tracker, you can know your identity while you've created a Facebook account and are logged in and maybe even if you're not logged in. It is also feasible for a tracker to de-anonymize a person by using the statistical similarity between his browsing history and his social media profile algorithmically.

Most third parties are invisible, but all third-party tracking methods are visible page elements like the buttons, integrated Twitter feeds, and a range of other commercial widgets. Third-party tracking has various mechanisms of monitoring, like through using Cookies. Cookies are the most commonly known way of identifying a user. They use little data pieces (each of them limited to 4 KB) that are placed in the web server's browser. The second one is browser fingerprinting.

Browser fingerprints are a very precise technique of identifying and tracking users every time they go online. The data gathered is complete and often includes the type and version of browsers, the operating system, and performance, screen resolution, supporting fonts, plugins, time zone, language and font selection, and even hardware settings. The third one is web bacon. Web beacons are very few devices, generally unseen, inserted on a web or email page. Web beacons are also known to be "Web bugs," which also have the labels "tags," "page tags," "track bugs," "pixel trackers," and "pixel gifs," respectively.

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