Server Side Storage

User data is keyed by a randomly generated UUID, which is stored in a standard web browser cookie. Read more about cookies below.

Once identified, a user's data is stored in the server side storage. All user data is keyed depending on what is stored - ad frequency counters, segments used for retargeting, conversions, etcetera. Each key-value has a time-to-live (TTL), that if not refreshed will be expired and removed.

Read more about BidTheatre's privacy policy here: http://www.bidtheatre.com/privacy-policy/

Please see our cookie policy for more details: https://www.bidtheatre.com/cookie-policy

Depending on how the user interacts with ASX, the web cookie come as first- or third party. A first party cookie is a cookie that is set from the same domain that you are currently visiting. A third party cookie is a cookie that is set by a resource located on another domain, which is usually the case with DSP cookies.

User Interaction

Cookie Context on write

Ad impression

Third Party

Ad click

First Party (most often, depends on ad / SSP)

Segment

Third Party

Post Click Conversion

Third Party

Post View Conversion

Third Party

Campaign & Site Unique stats

Third Party

Browsers have different default settings in how to treat third party cookies.

Browser

Default Behaviour Read

Default Behaviour Write

Chrome

Allow

Allow

Safari

ITP, see below

ITP, see below

Firefox

Allow

Blocks from all sites not previously visited

Internet Explorer

Allow

Allows if compact cookie security policy

Please refer to https://netmarketshare.com/browser-market-share.aspx for details on market share of internet browsers.

Intelligent Tracking Prevention (ITP)

Apple's Safari web browser has a mechanism called ITP that aims to prevent ad tech services to track users across different sites. This has implications both for first and third party cookies, see table below.

Cookie Context

Non ITP

ITP 2.0

ITP 2.1

Write cookie (first party Set-Header)

Allowed

Allowed

Allowed

Write cookie (first party document.write)

Allowed

Allowed

7 days expiry

Write cookie (third party Set-Header)

Browser Setting

Partitioned immediately

Must use Storage Access API

Read cookie (third party Set-Header)

Allowed

Partitioned immediately

Must use Storage Access API

When a cookie is partitioned, it will only be available within the current session.

From 2.1, using the Storage Access API will mean that consent is explicitly requested from users.

Read more about ITP here:

Summary of Tracking Capabilities

Please find a summary of the implications for ad tech tracking and features below.

Tracking

3rd Party Allowed

3rd Party not Allowed

1st Party existing

ITP 2.0

ITP 2.1+

Ad Frequency

Yes, across sites

Yes, within session

Yes, across sites

Yes, within session

Yes, within session through SSP first party cookie id

Segments

Yes

No

Yes

No

No

Post Click Conversion*

Yes

Yes

Yes

Yes

Yes, with conversion tracker script v1.2

Post View Conversion

Yes

No

Yes

No

No

Campaign & Site Unique stats

Yes

No

Yes

No

No

1st Party existing would be the scenario when a user has clicked an ad, or otherwise has a first party relationship with the ad technology vendor.

Unified Identity

There are currently several ongoing efforts to collaborate around user identity across platforms. This is expected to significantly improve tracking and reach, while providing single point management for user consent and GDPR. BidTheatre is monitoring the development closely.

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