Much has been done in removing third-party (3P) cookies via Google in an upcoming edition of your Chrome browser (estimated in 2022) representing 2/3 of the browser market.Apple’s Safari browser and Mozilla’s Firefox browser already block third parties.-Party tracking cookies. Third-party cookies are usually those that are explained through “third-party” advertising corporations whose tracking code is discovered on millions of sites.This differs from first-party cookies (1P), which are regularly explained through the sites themselves.. Consumers who stop at nytimes.com know they’re interacting with The New York Times; However, most are unaware of the dozens, if not hundreds, of ad technology trackers who collect your information, without your knowledge and, indeed, without your consent.focus, that is, behavioral focus.
Consider the following example of a celebrity news website: FouAnalytics (https://pagexray.fouanalytics.com/q/hollywoodlife.com) X-rays show all ads and trackers uploaded through a single Internet page in a graphic tree.”what he called what.” Some third-party crawlers are uploaded directly to the page, while others are called through ads and crawlers themselves, generating over a thousand ad calls and crawlers from a single Internet page; it is not surprising that the user suffers (long time) page loading times) and compromises the privacy of users.
When many adtech corporations collect user knowledge from millions of sites, customer privacy is virtually non-existent.Over the years, customers have begun to protect themselves through ad blockers, which not only block ads, but also block the trackers that accompany those ads.In addition, due to the Facebook/Cambridge Analytica scandal, more and more customers are aware that their knowledge is not only collected through social media, but that they are actively promoting their knowledge or allowing others to collect and sell it.regulations such as GDPR (General Data Protection Regulations) and CCPA (California Consumer Privacy Act) have been followed to help protect user privacy.corporations of generation respond to them.
The removal of third-party cookies has been promoted as a “privacy improvement” for consumers.However, years of studies have shown that deleting cookies, whether 1P and 3P, does not necessarily generate confidentiality.In fact, advertising generation corporations have discovered “solutions” to continue to identify users exclusively, even without cookies.
Browser settings: Since 2010, when the Electronic Frontier Foundation (EFF) launched the first edition of Panoptoclick, privacy advocates and researchers have demonstrated that consumers can have a single purpose without cookies, simply by collecting JavaScript settings in their browsers.fingerprinting.” Just as fingerprints are unique to each individual, virtual fingerprints can be created from combinations of browser variables, for example, by collecting variables such as browser call and editing, screen resolution, font and add-on list, IP address and location.Corporations can identify unique users with 99% accuracy.Although advertising corporations have promised that the knowledge used for those fingerprints does not involve any PII (personally identifiable data such as calls, email or phone numbers), fingerprints remain invasive for privacy.
Demographic Attributes: Adtech also claims that user privacy is already protected because non-public data is not collected or used. However, privacy researchers highlight the lie of “anonymous” knowledge. Researchers from two European universities have published an approach that is capable of adequately re-identifying 99.98% of Americans in anonymous knowledge sets with only 15 demographic attributes. ‘ Even if non-publicly identifiable data is not collected, ad generation corporations can re-identify users using insights from other knowledge sets, collected or purchased. ” the RGPD [European General Data Protection Regulation] and seriously question the technical and legal suitability of the identity suppression and forgetting model. “In a similar study,” [with] knowledge of the location of smartphones, researchers were able to uniquely identify 95% of Americans in a knowledge pool with only 4 spatio-temporal (geolocation) questions. “
Browsing history: In addition to being unique in identifying or re-identifying users with browser variables or demographic attributes, a new Mozilla [PDF] seeks shows that browsing hisisms can also be used to uniquely identify individual users.”This painting reproduces and extends the 2012 Document “Why Johnny Can’t Sail in Peace: About the Uniqueness of Web Browsing History Models.”Navigation profiles are very exclusive and stable.Our knowledge set consists of two weeks of browsing knowledge from approximately 52,000 Firefox users.Our paintings reproduce the main findings of the original article by identifying 48,919 separate navigation profiles, 99% of which are exclusive.The uniqueness is superior even when the ancient ones are truncated to only a hundred important sites.”This means that the code to track advertising generation in millions of can seamlessly re-identify exclusive users with wonderful accuracy.
“In an educational article previously published earlier this month, a team of educators from the University of Iowa, Mozilla and the University of California at Davis, discussed how browser fingerprint scripts are used today through Internet site operators.Using a set of device learning tools, they themselves evolved and called FP-Inspector, the study team scanned and analyzed the 100,000 most popular Internet sites on the Internet, based on Alexa’s Internet traffic rating.”We locate that browser fingerprints are now provided on more than 10% of the 100,000 largest Internet sites and over a quarter of the top 10,000 popular Internet sites,” the study team said.
See: A quarter of Alexa’s top 10K websites use browser fingerprint scripts
Because adtech corporations can identify or re-identify users with wonderful accuracy, using browser settings, demographic attributes, and even browsing their own, cutting third-party cookies will not increase customer privacy. As long as ad generation corporations are authorized to track users with their third-party tracking code on millions of sites, user privacy will remain compromised, even if those ad generation corporations cannot set 3P cookies.Many corporations have been preparing for the next “cookie-pocalypse” for years through These footprints are stored on the servers of corporations generating advertising, which in customers’ browsers, so they cannot be viewed, controlled or deleted by users or privacy researchers.
Consumer privacy does not improve; and advertising generation corporations can continue to collect and monetize knowledge without the customer’s consent or resource.But is this whole collection of knowledge that violates privacy valuable?Studies have shown that this is not the case.Classified ads did not result in a measurable accumulation of business effects.Combined with source chain prices, knowledge quality issues, advertising fraud, and visibility issues, dollars spent on programmatic advertising generation channels generate a negative return on investment.The additional business effects do not even offset the additional prices related to the use of behavioral targeting on programmatic advertising generation channels.
See: The cost-performance paradox of virtual marketing
Therefore, when 3P cookies are prohibited regardless of all through the larger browser, marketers may not see a minimum in commercial effects.In fact, the use of invasive 3P privacy cookies and accompanying adtech tracking did not generate more business effects anyway.Instead, what will happen are many advertising generation corporations whose business models are based on 3P cookies and tracking will die and disappear.It would be greater for customer privacy in general; the corresponding relief from adtech intermediaries in the programmatic source chain will also be greater for marketers.
I’ve been a virtual marketer for 25 years. Now, marketers audit their virtual campaigns to detect ad fraud that isn’t found through widely used ad verification services.
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I’ve been a virtual marketer for 25 years. Now, marketers audit their virtual campaigns to detect ad fraud that isn’t found through widely used ad verification services.
I have witnessed the total arc of the evolution of virtual marketing since the mid-1990s.I have taught virtually at NYU School of Continuing and Professional Studies and the Rutgers University Management Development Center.
I worked on the “client side” for American Express and on the “agency side” as group digital director for Omnicom’s fitness consulting organization and senior vice president of digital strategy at McCann Worldorganization / MRM Worldwide. My New York career with McKinsey