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The digital marketing glossary > P > What is Post-impression cookie definition?

What is Post-impression cookie definition ?

A post impression cookie is a cookie used for tracking actions, mainly conversions, undertaken by users on the advertiser’s website after exposures to ads bought by this advertiser. Post impression cookies are especially used for display advertising where brand effects from exposures are stronger.

The ad network places a cookie on the hard disks of web users who have been exposed to ad impressions. When a user sees an ad and converts a few hours or days later on the advertiser’s website, a conversion tracking code allows the advertiser to know that the sale is possibly tied to the ad exposure. For more details about the tracking process, see post click cookie.

The fact of retrieving a post impression cookie on the buyer’s hard disk is not a proof that the sale is due to ad exposure. Many other online or offline events may have caused the sale.

Post impression cookies are third party cookies.

Published on Tuesday 4 June 2013 (Authors)