Understand third-party cookies, their role in tracking, and the shift towards cookieless solutions for hotels.
Third-party cookies are small data files placed on a user's browser by a domain other than the one the user is currently visiting. They are commonly used by advertisers and analytics providers to track user behavior across multiple websites, enabling targeted advertising and cross-site analytics. These cookies have faced increasing scrutiny due to privacy concerns and are being phased out by major browsers.
For hotels, the decline of third-party cookies means a significant shift in how they track potential guests and run targeted ad campaigns. Hotels must transition to alternative data collection methods to understand their audience and maintain effective marketing, such as focusing on building robust first-party data strategies and exploring cookieless tracking solutions.
Related terms
- First-party data
- Cookieless tracking
- Server-side tracking
