Who Ate All Our Cookies? Investigating Publishers’ Challenges Caused by Changes in Third-party Cookie Tracking

Valerio Stallone, Aline Gägauf, Tania Kaya

2022

Abstract

This paper investigates the potential reactions of Swiss publishers, as actors with-in the digital advertising ecosystem, to the forthcoming fundamental changes to user tracking in the world wide web. The results of this mixed methodical study initiate the discussion on the future of cookie tracking by setting and then answering to four hypotheses regarding first-party tracking, shared ID solutions, Google’s Privacy Sandbox, and a national walled garden system. The results show a clear inclination of Swiss publishers towards first-party tracking and shared ID solutions, neutral standing towards Google’s efforts to undo their harm provoking with their upcoming change, and an aversion towards a nation-wide walled garden. These findings intend to increase the volume of the discussion on the effects of BigTech’s changes on the digital advertising ecosystem as a whole and therefore stimulate further research on the effects on single actors within this ecosystem – beyond the publishers themselves.

Paper Citation

in Harvard Style

Stallone V., Gägauf A. and Kaya T. (2022). Who Ate All Our Cookies? Investigating Publishers’ Challenges Caused by Changes in Third-party Cookie Tracking. In Proceedings of the 18th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST, ISBN 978-989-758-613-2, pages 97-104. DOI: 10.5220/0011336400003318

in Bibtex Style

@conference{webist22,
author={Valerio Stallone and Aline Gägauf and Tania Kaya},
title={Who Ate All Our Cookies? Investigating Publishers’ Challenges Caused by Changes in Third-party Cookie Tracking},
booktitle={Proceedings of the 18th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,},
year={2022},
pages={97-104},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011336400003318},
isbn={978-989-758-613-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 18th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,
TI - Who Ate All Our Cookies? Investigating Publishers’ Challenges Caused by Changes in Third-party Cookie Tracking
SN - 978-989-758-613-2
AU - Stallone V.
AU - Gägauf A.
AU - Kaya T.
PY - 2022
SP - 97
EP - 104
DO - 10.5220/0011336400003318