{"id":17774,"date":"2023-01-06T11:10:28","date_gmt":"2023-01-06T15:10:28","guid":{"rendered":"https:\/\/www.indexwebmarketing.com\/?p=17774"},"modified":"2023-01-06T11:12:42","modified_gmt":"2023-01-06T15:12:42","slug":"data-marketing-trends-2022-browsers-tracking-and-transparency","status":"publish","type":"post","link":"https:\/\/www.indexwebmarketing.com\/en\/data-marketing-trends-2022-browsers-tracking-and-transparency\/","title":{"rendered":"Data Marketing Trends 2022 &#8211; Browsers, Tracking and Transparency"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you&#8217;re involved in marketing or tracking, our Director of Performance put together <\/span><b>data marketing trends for 2022 <\/b><span style=\"font-weight: 400;\">on the topic of browsers, tracking and transparency.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17543 aligncenter\" src=\"http:\/\/www.indexwebmarketing.com\/wp-content\/uploads\/2022\/04\/tran-mau-tri-tam-yh2QVaG2IMc-unsplash-300x191.jpg\" alt=\"Computer and desk\" width=\"279\" height=\"178\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For anyone interested in the restrictions around tracking and privacy, we can&#8217;t recommend enough here at Index the <\/span><a href=\"https:\/\/lifeaftergdpr.eu\/\"><span style=\"font-weight: 400;\">Life After GDPR podcast<\/span><\/a><span style=\"font-weight: 400;\">. Since it\u2019s not easy listening but it&#8217;s such valuable information, we made a summary of a <\/span><a href=\"https:\/\/lifeaftergdpr.eu\/episode-003\/\"><span style=\"font-weight: 400;\">recent golden podcast<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">We&#8217;ve included key points and some information that was surprising to us; you will find our takeaways under each area.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Browser trends<\/span><\/h2>\n<p><b>Takeaway<\/b><span style=\"font-weight: 400;\"> &#8211; New features are actively implemented that go beyond the push for cookies. Even if someone consents, it doesn&#8217;t mean that the browser will let you track them.<\/span><\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-17549 aligncenter\" src=\"http:\/\/www.indexwebmarketing.com\/wp-content\/uploads\/2022\/04\/technology-gd40626eb5_1920-300x200.jpg\" alt=\"Scrolling through phone\" width=\"300\" height=\"200\" \/><\/h3>\n<h3><span style=\"font-weight: 400;\">Safari WebKit Intelligent Tracking Prevention<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:04:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Blocks third party cookies (some exceptions Google Analytics, etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Will let first party cookies but gradually expire the cookies over time<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hinders efforts to profile vendors between sessions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If Cookie gets set by Javascript, it limits it&#8217;s max time to seven days<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If the DNS record for the request is not related to the first party domain, then the cookie is limited to 7 days<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Depending on if the users came from a domain that is known to be tracking, the cookie can be reduced to 24 hours<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">These cookie&#8217;s are getting reset regularly but they don&#8217;t block first party cookies in general<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uses a machine learning algorithm to identify tracking domains\/providers (not disconnect.me list)<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><a href=\"https:\/\/www.seoquake.com\/blog\/apple-safari-tracking\/#:~:text=The%20Safari%20browser%20does%20not,com%20from%20different%20unique%20domains.\"><span style=\"font-weight: 400;\">https:\/\/www.seoquake.com\/blog\/apple-safari-tracking\/#:~:text=The%20Safari%20browser%20does%20not,com%20from%20different%20unique%20domains.<\/span><\/a><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The Safari browser does not block the tracking of Google Analytics by default. Intelligent Tracking Prevention can mark your domain as a potential cross-site tracking domain. This will happen if Safari starts sending requests to google-analytics.com from different unique domains.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">FireFox<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:08:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Restricts third party cookies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">By default will prevent javascript from accessing local storage information if the request is sent to a tracking domain (GA will not work)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Will outright block (cause network call to load the javascript to fail) anything that is identified as a fingerprinting vendor<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Uses disconnect.me as a block source<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Edge<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:10:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Restricts\/blocks third party cookies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Loads the Tracking me list (similar to Firefox) and will prevent tracking from loading (Default)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Edge has an invisible User score (invisible to the user and the tracker) where it measures interactions with the website. When this score gets above 4.2, all the tracking will work<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">The user score decays so if someone doesn&#8217;t visit the site for a while, the tracking will break again&#8230;<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Edge is assuming that if you interact with the site you will be OK with the tracking<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uses disconnect.me and possibly another list<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Chrome<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:12:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">By 2023 they will phase out third party cookies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Third party cookies already don\u2019t work on any of the other browsers (or are really limited)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">These restrictions have hurt Google less because people are logged into Chrome &amp; other platforms when they&#8217;re browsing<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Tracking trends<\/span><\/h2>\n<p><b>Takeaway<\/b><span style=\"font-weight: 400;\"> &#8211; recent changes explain why paid is usually under-reporting and direct is often over-reporting. Plus tracking is about to get even more complex as the browser&#8217;s cookie window changes.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-17555 aligncenter\" src=\"http:\/\/www.indexwebmarketing.com\/wp-content\/uploads\/2022\/04\/jesse-orrico-Bphk1a0Be8w-unsplash-300x199.jpg\" alt=\"Computer wiring\" width=\"300\" height=\"199\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Facebook Conversion API<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:27:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Server side tagging platform that works jointly with the web pixel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Secondary hit that gets sent to a server endpoint owned by FB that contains the same data as the client side but if gets two hits of the same id, it will ignore the client side and only use the server side hit<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It wants to do this as it knows some browsers will prevent the hits from coming through the browser and then be able to justify (properly attribute) the value of their advertising<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Has all the client side information PLUS any other information you want to send on the server side (additional privacy issues?)<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Tracking Information: utm&#8217;s, fb_clid, ga_id<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:29:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">UTMs are generally seen as OK because they identify the campaign (not the person)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The browser <\/span><i><span style=\"font-weight: 400;\">Brave<\/span><\/i><span style=\"font-weight: 400;\"> will seek out the parameters and strip them out of the URL. They block all trackers so you don&#8217;t get any of this information<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Webkit\/Safari has Private Click Measurement, Firefox &amp; FB combined for their private measurement (Aggregate Event Measurement), Google had FloC (killed it) and now is proposing Topics.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If they stay separate, we would need to track each browser separately<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">then the data from each of these browsers would mean different things (if it doesn&#8217;t already). i.e. If you have a User who converts on Safari, they converted that week. Someone on Chrome could have converted that month\u2026 or longer<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Webkit Private Click Measurement<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:32:30)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Time delay with Private Click Measurement 48 to 72 hours. Now the person has to have the browser open during this period or it will wait until the next time they do. Possibly also only send the last 5 events\/transactions, to be confirmed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">So if someone converted a bunch of events, then you may not get that information anyway (even delayed&#8230;)<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Transparency Trends<\/span><\/h2>\n<p><b>Takeaway<\/b><span style=\"font-weight: 400;\"> &#8211; Transparency is evolving quickly, and this will all look different by 2023 and even more different by 2024. If Google\u2019s Apps also implement similar penalties as the <\/span><i><span style=\"font-weight: 400;\">iOS\u2019 do not track feature<\/span><\/i><span style=\"font-weight: 400;\">, tracking will be affected furthermore.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-17561 aligncenter\" src=\"http:\/\/www.indexwebmarketing.com\/wp-content\/uploads\/2022\/04\/analytics-g92ed1c2e7_1920-300x200.jpg\" alt=\"Computer code\" width=\"300\" height=\"200\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Apple App Tracking Transparency<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:35:30)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Need consent prompt before you can start tracking them across websites (this was the FB issue)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">iOS 15.2, you can see all the external domains that are called from apps<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Then Apple can investigate if people are skirting this issue<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">FB predicting $10 billion revenue gap from people pulling back from advertising on iOS<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Play Store will be implementing their own version of this (less structured but with similar penalties)<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">IP Addresses<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u00a0(0:52:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Apple Safari: people who do GEO based tracking and any of the information sent that is identified as tracking, these IP addresses are anonymized<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Private Relay (iCloud Plus): Works like a VPN for IP Addresses as all the traffic is modified (approximate\/coarse)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using IP addresses is fast becoming a tool that isn&#8217;t that valuable<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">New Privacy Laws<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:48:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">California, Virginia, Colorado (&amp; maybe Utah) have all introduced new privacy laws<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">California now allows people to opt out of sharing data (not just selling)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The EU and USA need to reach some sort of data transfer deal<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Reporting<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">(0:50:00)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For email marketing, someone can just prevent the forward from their anonymous email address<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Exchanging emails for incentives may no longer be a viable acquisition tactic<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">In conclusion\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">With Apple leading the way, this field is changing fast!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Give us some feedback on this format and let us know if there is a trend you\u2019d want us to cover.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">For the full podcast: <\/span><a href=\"https:\/\/lifeaftergdpr.eu\/episode-003\/\"><span style=\"font-weight: 400;\">https:\/\/lifeaftergdpr.eu\/episode-003\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">To work with geeks like us, please reach out and we\u2019ll talk about your strategy: <\/span><a href=\"https:\/\/www.indexwebmarketing.com\/en\/form\"><span style=\"font-weight: 400;\">https:\/\/www.indexwebmarketing.com\/en\/form<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&#8217;re involved in marketing or tracking, our Director of Performance put together data marketing trends for 2022 on the topic of browsers, tracking and transparency. For anyone interested in the restrictions around tracking and privacy, we can&#8217;t recommend enough here at Index the Life After GDPR podcast. Since it\u2019s not easy listening but it&#8217;s [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":17775,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[206],"tags":[],"class_list":["post-17774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouvelles-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Data Marketing Trends 2022 - Browsers, Tracking and Transparency - Index Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.indexwebmarketing.com\/en\/data-marketing-trends-2022-browsers-tracking-and-transparency\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data Marketing Trends 2022 - Browsers, Tracking and Transparency - Index Agency\" \/>\n<meta property=\"og:description\" content=\"If you&#8217;re involved in marketing or tracking, our Director of Performance put together data marketing trends for 2022 on the topic of browsers, tracking and transparency. 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