Cookieless World - eine Welt ohne Third-Party-Cookies - die Geschichte des Cookie-Monsters

<!DOCTYPE html>     <html class="no-js" lang="de-DE"> <head>  <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <meta name="author" content="blogtaboola"> <meta name="viewport" content="width=device-width, initial-scale=1.0, maximum-scale=1.0"> <meta name="theme-color" content="#009bc5" /> <meta name="msapplication-TileColor" content="#ffffff"> <meta name="msapplication-TileImage" content="https://blog.taboola.com/wp-content/themes/taboola-new/assets/images/favicon/ms-icon-144x144.png"> <meta name="google-site-verification" content="6HMSpm3CAekh6Wt58ZoQYP0GTtTr52LcNz94V7rp5XI" /> <meta name="category" content="Taboola Updates">  <link rel="profile" href="https://gmpg.org/xfn/11"> <link rel="pingback" href="https://blog.taboola.com/xmlrpc.php"> <link rel="icon" type="image/png" href="https://blog.taboola.com/wp-content/themes/taboola-new/assets/images/favicon.png" /> <meta name='robots' content='index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1' /> <link rel="alternate" href="https://blog.taboola.com/taboola-tech-is-built-for-a-cookieless-world/" hreflang="en" /> <link rel="alternate" href="https://blog.taboola.com/de/eine-welt-ohne-third-party-cookies-die-geschichte-des-cookie-monsters/" hreflang="de" /> <link rel="alternate" href="https://blog.taboola.com/ja/taboola-tech-is-built-for-a-cookieless-world/" hreflang="ja" /> <link rel="alternate" href="https://blog.taboola.com/es/la-tecnologia-de-taboola-esta-hecha-para-un-mundo-sin-cookies/" hreflang="es" /> <link rel="alternate" href="https://blog.taboola.com/zh/taboola-tech-is-built-for-a-cookieless-world/" hreflang="zh" />  <title>Cookieless World - eine Welt ohne Third-Party-Cookies - die Geschichte des Cookie-Monsters</title> <meta name="description" content="In den letzten Jahren wurden Third-Party-Cookies von immer mehr Browsern blockiert. Taboola hat es geschafft sich gegen das Aussterben des Third-Party-Cookies zu immunisieren. Hier einige Gründe." /> <link rel="canonical" href="https://blog.taboola.com/de/eine-welt-ohne-third-party-cookies-die-geschichte-des-cookie-monsters/" /> <meta property="og:locale" content="de_DE" /> <meta property="og:locale:alternate" content="en_US" /> <meta property="og:locale:alternate" content="ja_JP" /> <meta property="og:locale:alternate" content="es_ES" /> <meta property="og:locale:alternate" content="zh_TW" /> <meta property="og:type" content="article" /> <meta property="og:title" content="Cookieless World - eine Welt ohne Third-Party-Cookies - die Geschichte des Cookie-Monsters" /> <meta property="og:description" content="In den letzten Jahren wurden Third-Party-Cookies von immer mehr Browsern blockiert. Taboola hat es geschafft sich gegen das Aussterben des Third-Party-Cookies zu immunisieren. Hier einige Gründe." /> <meta property="og:url" content="https://blog.taboola.com/de/eine-welt-ohne-third-party-cookies-die-geschichte-des-cookie-monsters/" /> <meta property="og:site_name" content="Taboola Blog" /> <meta property="article:publisher" content="https://www.facebook.com/taboola/" /> <meta property="article:published_time" content="2021-02-25T17:00:01+00:00" /> <meta property="article:modified_time" content="2022-12-27T16:42:49+00:00" /> <meta property="og:image" content="https://blog.taboola.com/wp-content/uploads/2021/02/Screen-Shot-2021-01-19-at-9.26.52-AM.png" /> <meta property="og:image:width" content="1504" /> <meta property="og:image:height" content="948" /> <meta property="og:image:type" content="image/png" /> <meta name="author" content="Yoni Epstein" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:creator" content="@taboola" /> <meta name="twitter:site" content="@taboola" /> <meta name="twitter:label1" content="Written by" /> <meta name="twitter:data1" content="Yoni Epstein" /> <meta name="twitter:label2" content="Est. reading time" /> <meta name="twitter:data2" content="4 minutes" />  <style id='co-authors-plus-coauthors-style-inline-css' type='text/css'> .wp-block-co-authors-plus-coauthors.is-layout-flow [class*=wp-block-co-authors-plus]{display:inline} </style> <style id='co-authors-plus-avatar-style-inline-css' type='text/css'> .wp-block-co-authors-plus-avatar :where(img){height:auto;max-width:100%;vertical-align:bottom}.wp-block-co-authors-plus-coauthors.is-layout-flow .wp-block-co-authors-plus-avatar :where(img){vertical-align:middle}.wp-block-co-authors-plus-avatar:is(.alignleft,.alignright){display:table}.wp-block-co-authors-plus-avatar.aligncenter{display:table;margin-inline:auto} </style> <style id='co-authors-plus-image-style-inline-css' type='text/css'> .wp-block-co-authors-plus-image{margin-bottom:0}.wp-block-co-authors-plus-image :where(img){height:auto;max-width:100%;vertical-align:bottom}.wp-block-co-authors-plus-coauthors.is-layout-flow .wp-block-co-authors-plus-image :where(img){vertical-align:middle}.wp-block-co-authors-plus-image:is(.alignfull,.alignwide) :where(img){width:100%}.wp-block-co-authors-plus-image:is(.alignleft,.alignright){display:table}.wp-block-co-authors-plus-image.aligncenter{display:table;margin-inline:auto} </style> <style id='classic-theme-styles-inline-css' type='text/css'> /*! 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for:</span> <input type="search" class="search-field" placeholder="Search …" value="" name="s"> </label> <input type="submit" class="search-submit" value="Search"> <i class="fa fa-times closed" aria-hidden="true"></i> <div class="search-result" data-result></div> </form> </div> </div> </div>  </header>  <script type="text/javascript"> var waitForGlobal = function(key, callback) { if (window[key]) { callback(); } else { setTimeout(function() { waitForGlobal(key, callback); }, 100); } }; </script> <div class="progress-container"> <div class="progress-bar"></div> </div> <div id="content" class="container"> <div class="row "> <div class="col-xs-12 col-md-11 col-centered"> <div class="row row-no-padding"> <div class="col-xs-12 mobile-featured"> <div id="featured" class="image-post-mobile" style="background-image: url(https://blog.taboola.com/wp-content/uploads/2021/01/Screen-Shot-2021-01-19-at-9.26.52-AM.png)"></div> </div> </div> <div class="row"> <div class="col-xs-12 col-md-8"> <div class="breadcrumbs"> <ul id="breadcrumbs"><li class="post-category"><a href="https://blog.taboola.com/de/category/taboola-updates/">Taboola Updates</a></li></ul> </div> </div> </div> <div class="row"> <div class="col-xs-12 col-md-8 "> <header class="post-info"> <div class="post-title"> <div class="col-xs-12"> <div class="row"> <h1 class="mb-20">Cookieless World – eine Welt ohne Third-Party-Cookies – die Geschichte des Cookie-Monsters</h1> </div> </div> </div> <div class="post-info-meta"> <span class="post-by"> Gepostet von <a href="https://blog.taboola.com/de/author/yepstein/" title="Posts by Yoni Epstein" class="author url fn" rel="author">Yoni Epstein</a> </span> <i class="middot">   </i> <span class="posted-on"> <time class="entry-date published" datetime="Feb 25">Feb 25</time></span> <i class="middot">   </i> 3 Minuten Lesezeit </div> </header> </div> <div class="col-xs-12 col-md-8 mt-20"> <div class="article-content-wrapper"> <div id="featured" class="image-post-desktop" style="background-image: url(https://blog.taboola.com/wp-content/uploads/2021/01/Screen-Shot-2021-01-19-at-9.26.52-AM.png)"></div><p>Lass uns über das Cookie-Monster sprechen.</p> <p>Seit Apple’s ITP-Launch im Jahr 2017, trauert die Werbebranche fast genauso sehr um den <a href="https://digiday.com/marketing/winners-losers-fallout-googles-plan-drop-cookies/"><u data-redactor-tag="u">Verlust von Third-Party-Cookies</u></a> wie das eigentliche Cookie-Monster, das seit der Ankündigung von Google’s <a href="https://www.blog.google/products/chrome/building-a-more-private-web/"><u data-redactor-tag="u">Privacy Sandbox</u></a> immer öfter in Social-Media-Memes auftaucht.</p> <p>Siehe auch: <a href="https://blog.taboola.com/de/google-third-party-cookies/">Third Party Cookies: Warum sich Werbetreibende trotz der Verzögerungen schon jetzt vorbereiten sollten</a></p> <p>Aber nicht alle Cookies sind gleich. Es gibt First-Party-Cookies und Third-Party-Cookies. Der Unterschied ist sehr relevant:</p> <p>First-Party-Cookies werden von der Domain (Webseite) gespeichert, die du direkt besuchst. Mit ihnen können Website-Administratoren Analysedaten sammeln, Spracheinstellungen speichern und andere nützliche Funktionen ausführen, die für eine gute Benutzererfahrung sorgen. Wenn du beispielsweise am Montag auf deichmann.com nach Schuhen suchst und am Mittwoch wieder auf die Seite gehst, erkennt der Website-Admin, dass du dieselbe Person bist. Deichmann hat keine personenbezogenen Daten von dir, weiß allerdings, dass du dieselbe Person bist, die schon am Montag auf der Seite war.</p> <h2>Was bedeutet eine „Cookieless World“?</h2> <p>Niemand hat ein Problem mit First-Party-Cookies – Apple nicht, Google nicht – niemand. First-Party-Cookies bleiben der Tech-Welt erhalten. Cookies von Drittanbietern sind dagegen vom Aussterben bedroht.</p> <p>Ein Cookie eines Drittanbieters wird von einer anderen Domain erstellt. Wenn ein Ad-Tech-Unternehmen beispielsweise Anzeigenplatzierungen auf einer News-Website kauft, kann es ein Third-Party-Cookie erstellen, um Benutzer zu identifizieren, die mit den Anzeigen interagiert haben. Wenn ein Browser (z.B. Safari) allerdings Cookies von Drittanbietern blockiert, weiß das Ad-Tech-Unternehmen nicht, ob und wie oft die Person auf die Website zurückgekehrt ist.</p> <p>Retargeting ist ein weiteres gutes Beispiel. Wenn Cookies von Drittanbietern blockiert werden, hat ein Ad-Tech-Unternehmen, das keine Cookies von Erstanbietern verwenden kann, keine Chance Nutzer über Websites hinweg zu identifizieren und sie mit Retargeting-Anzeigen anzusprechen.</p> <p>Einige Unternehmen verlassen sich mehr auf Cookies von Drittanbietern (“die Cookie-Monster“), andere weniger – alles hängt davon ab, welche Daten du tatsächlich benötigst, um ein Wertsteigerung für deine Kunden und Webbesucher zu erzielen.</p> <p>In den letzten Jahren wurden Third-Party-Cookies von immer mehr Browsern blockiert (zuerst Apple’s Safari, dann Firefox, dann der neueste Edge-Browser von Microsoft). Taboola hat es geschafft sich gegen das Aussterben des Third-Party-Cookies zu immunisieren. Hier einige Gründe:</p> <ul> <li><strong data-redactor-tag="strong">Wir haben unser eigenes First-Party-Cookie, da wir die Empfehlungs-Plattform für unsere Publisher-Partner sind.</strong> Da Taboola die redaktionellen Inhalte unserer Partnerseiten empfiehlt, integrieren Publisher unseren Code direkt auf ihrer Seite. Auf diese Weise können wir unser eigenes First-Party-Cookie verwenden, um Empfehlungen besser zu personalisieren. Wenn beispielsweise jemand auf Sportinhalte klickt, werden ihm beim nächsten Besuch auf der jeweiligen Website mehr Sportartikel angezeigt.</li> <li><strong data-redactor-tag="strong">Wir können Kontext-Targeting verwenden, um unseren Werbetreibenden zu ermöglichen, Leser genau dann zu erreichen, wenn sie über Dinge lesen, die ihnen wirklich wichtig sind. </strong>Im Laufe der Jahre haben wir eine erstklassige NLP-Technologie (Natural Language Processing) entwickelt, die den Kontext von Webseiten „versteht“ und es Werbetreibenden ermöglicht, ihre Zielgruppe anhand des Kontexts anzusprechen, ohne von Third-Party-Cookies abhängig zu sein.</li> </ul> <p>Wir verstehen es in einer Welt ohne Third-Party-Cookies zu arbeiten. In den letzten Jahren waren wir trotz Third-Party-Cookie-Blockierung in verschiedenen Browsern, den neuen GDPR- Vorschriften, CCPA, VPNs und anderen Werbeblockern erfolgreich. Die folgende Grafik zeigt am Beispiel von Safari und Chrome Mobile, wie wir es geschafft haben erfolgreich mit der Situation umzugehen, indem wir Cookies von Erstanbietern und Kontextsignale auf Publisher-Websites verwendeten, um unsere Feeds zu personalisieren:</p> <p><img decoding="async" class="aligncenter" src="https://blog.taboola.com/wp-content/uploads/2022/08/image_281329.png" data-verified="redactor" /></p> <p>Und wie schaut es mit Google Sandbox aus? Google kündigte an, dass Privacy Sandbox von Anfang an das Bedürfnis nach Datenschutz mit den Bedürfnissen von Werbetreibenden und Publishern in Einklang bringen wird. Angesichts der Widerstandsfähigkeit unserer Technologie gegenüber Third-Party-Cookie-Blockierung und des Engagements von Google für mehr Balance im Bezug auf Datenschutz (ähnlich wie in der Vergangenheit, als Adobe Flash durch HTML5 ersetzt wurde), sind wir zuversichtlich, dass wir bei der Einführung von Sandbox eine gute Performance erzielen werden.</p> <p>Es ist noch ein langer Weg, aber angesichts der Tatsache, dass Cookies von Drittanbietern in Zukunft möglicherweise nicht mehr verfügbar sind, können wir uns glücklich schätzen, eine Discovery-Plattform zu sein, die die redaktionellen Anforderungen unserer Publisher-Partner erfüllt. 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