This is big news in the online advertisement industry. There are many reports on the internet. As post "Imagining a World Without Cookies" points out, there will be winners and losers if there is no third-party cookies. I pretty much agree with their points. But, before publishers start cheering for this, they need to seriously think about what will be their solution to replace the third-party cookies from giants in the industry. Obviously, publisher should be able to produce solution to collect, store, analyze, secure, and share user behavior data.
As shown in Figure 1, current third-party cookie can be easily converted into first-party cookie. The difference/questions are,
- The resource allocated by Web browser for certain domain is limited. So, how much do these resource cost for traditional third-party cookie generator? Will they pay for it?
- Some experiments need to be done in the future to figure out if sub-domain can walk around the limitation of resource allocated for cookies. According to RFC, this may work.
This event clearly determines that our Web is still evolving quickly. WWW obviously has more and more job to do after define HTML5. For example, one thing I observed and post as title "A war to occupy Internet user's Web browser " could be interesting stuff to be solved from the RFC level.