Orion | Search Discovery

Orion Cookie Extension Service

Keep Your First-Party Cookies Longer

Your Identification of Visitors Over Time is Broken

Over the past two years, there has been a flurry of activity related to tracking prevention, and you can expect more to follow. Web and mobile browsers are starting to integrate technology such as Intelligent Tracking Prevention (ITP) to shorten the time that a cookie will identify a website visitor. With the release of iOS14+, Apple applied ITP to all browsers that access iOS14+ or iPadOS14+ as well the desktop version of Safari.

Changes you’re experiencing now:

Cookies set via JavaScript deleted after 7 days
If a visitor arrives from a tracking domain with data in the URL, these values may be lowered to 24 hours

2020:

January

Microsoft Edge: anti-tracking technology enabled by default

Summer

Chrome SameSite

Summer

Firefox ETP

September

All browsers on Apple’s mobile systems gain ITP
Apple iOS14, iPadOS14. & Safari 14

Winter

Apple breaks CNAME Cloaking

2021:

April

App Tracking Transparency
Apple iOS 14.5

Fall

iOS15, iPadOS15, & MacOS released

2022:

April

Android changes data collection policies

July

Firefox releases Total Cookie Protection by default

2023:

Expected

Chrome to phase out 3rd party cookies in H2 2024, affecting 3rd party attribution/targeting & remarketing

Search Discovery’s Orion Cookie Extension Service fixes your identity duration challenges

Benefits that Orion Cookie Extension Service Delivers

Better understanding of marketing attribution & Return on Ad Spend (ROAS)
Improved retargeting & remarketing capabilities
Improved user experience via experimentation & personalization
Improved experimentation efficacy
Improved return visitor measurement

Orion Works Best for Brands Who:

Have repeat visitors…that they care about
Have long sales cycles
Engage customers cross-session
Spend money on advertising & other types of marketing
Run A/B tests across sessions
Personalize across sessions

Orion’s Approach to Extending Client-Side, First-Party Cookies

Orion can extend client-side first-party cookies on the root domain to ensure the same visitor gets identified as the same visitor over time. Here’s how it works:

Step 1: Evaluate which first-party cookies on your root domain you want to extend.

Step 2: Create a DNS A-record for Orion to leverage.

Step 3: Configure which cookies you want to extend on which domains and how long you want to extend them in Orion.

Step 4: Install the Orion library via our Adobe Launch Extension or Google Tag Manager Community Template and create a rule to call the Orion Cookie Extension Service.

Step 5: QA and release.

We can set up Orion for you in under a day, and we help brands with a host of privacy challenges.

Identify and market to your visitors without cookie-loss interruption. Let’s talk about Orion today.

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