First-Party Infrastructure & Cookie Optimization

In an ecosystem where browsers (Safari ITP, Firefox ETP) drastically limit the lifespan of third-party and even first-party cookies, the quality of your collection infrastructure is critical.

We offer a Server-Side approach that outperforms classic Reverse Proxy solutions in terms of performance and ease of deployment.

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1. Dynamic DNS Infrastructure ("Smart NS")

A superior alternative to the Reverse Proxy

Unlike competing solutions that often require setting up a complex Reverse Proxy (involving server maintenance, SSL certificate management and Nginx/Cloudflare configuration on your side), we use smart DNS delegation.

How does it work?

Instead of pointing your tracking subdomain to a fixed IP address (via an A or CNAME record), we use an NS (Name Server) record.

This method allows us to control the infrastructure end-to-end and offers major advantages:

• Anycast Network & Dynamic IP: We automatically assign an IP located as close as possible to the end user based on their geolocation.

• Zero-Latency Performance: A-type DNS entries are generated dynamically. You can view this worldwide propagation here: DNSChecker - tms.sirdata.com.

• Zero Maintenance: No certificate or proxy server management on your side.

Impact on Cookies (Safari ITP)

This is the crucial point. Thanks to this NS configuration, the data flow is considered fully First-Party by browsers.

Result: Cookie lifespan is natively extended on Safari (bypassing the 24h/7-day limitations), without needing to "cheat" with a heavy Reverse Proxy.

Validated by trusted third parties (e.g. First ID), our infrastructure ensures maximum persistence of user identifiers.

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2. Cookie Restore: Continuity of the User Experience

Even with an optimized infrastructure, some browsers or user clean-ups can delete cookies. Our Cookie Restore feature ensures tracking continuity.

The concept

"Cookie Restore" secures the user identifier (User ID) on the server side. If a user returns to the site after their browser cookie has expired (for example, after 8 days in a long purchase journey), the server is able to recognize them and restore the original cookie.

Advantages

1. Reliable Attribution: Reconcile a conversion with an ad click that took place several weeks earlier.

2. Unified Journeys: Avoid treating a loyal customer as a "New User" on every visit.