Cookies

Small text files stored in browsers that track user behavior across websites. Historically the backbone of digital advertising for attribution, retargeting, and personalization.

In Web3

Still used by some platforms to associate wallet linking connections across multiple sessions, enabling cross-session tracking. However, web3's privacy-first culture is driving a shift toward cookieless alternatives.

Requires the user to click on an ad, something fundamentally challenging for security conscious web3 users.

Limitations

Increasingly blocked by browsers and privacy tools. Web3 users typically use privacy-focused browsers and ad blockers, making cookies less reliable.

Cookie deprecation by major browsers is forcing the industry toward alternative tracking methods.

The Web3 Alternative

Blockchain-based attribution using wallet addresses provides transparent, verifiable tracking without cookies. Onchain data is permanent, cross-platform, and doesn't require browser storage or user permissions—making it more reliable and privacy-preserving than traditional cookie-based tracking.