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There's some theoretically interesting stuff in here & some stuff I definitely disagree w/. (Third-party cookies are anonymous? come on.) but it's good to see some more folks stand up to the IAB and say there's no future in a PII-based ad tracking system. adexchanger.com/data-driven-thinking/first-party-consent-can-replace-third-party-cookies/On twitter.com
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Mood +2 🙂
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The irony of removing third party cookies is that most of the new proposed ID systems from the ad tech side of the world are looking at IDing people using some third party site system, meaning that users couldn't clear their IDs by cleaning cookies anymore.Permalink On twitter.com
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Not like that's a reason to keep 3p cookies, it's just one more surface out of user control, realistically the user wasn't really able to clear IDs because they could be fingerprinted...Permalink On twitter.com
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But I think the idea that users are going to keep some sort of single trackable ad ID is toast, not just b/c 3p changes, but also b/c: - privacy is now regulated very differently across states/countries and compliance is hard. - privacy is now a competitive selling point.Permalink On twitter.com
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Ad Tech people can argue if users care or don't care about 'privacy', but marketing shops are clearly interested in it as a selling point and privacy-forward features are *shipping* and therefore they're coming no matter what.Permalink On twitter.com
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Mood +3 🙂
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Apple led the way here, but they're not the only ones marketing devices in part on privacy features, which means it is pretty likely that users looking at a list of features are preferring to see privacy features when they make comparisons. A trend that seems unlikely to end.Permalink On twitter.com
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(Just a personal example: I got a new phone and it ships with VPNs and a feature that randomizes the MAC address every time it attaches to WiFi) The other reason that trend is unlikely to end is the more hardcore device privacy, the more valuable device/network owner data is :(Permalink On twitter.com
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We're entering a world where trying to create a cross-site tracking regime that consistently ids users in a 'useful' way to ad tech outside of some sort of browser-lvl feature will become increasingly difficult & functionally shrinking in value.Permalink On twitter.com
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There's a real question here which is: how much time and effort do we spend trying to re-create 3p cross-site user ids in some new fancy way that will end up defeated in short order?Permalink On twitter.com
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Do we even need resolvable-to-single-person-cross-site-ids is a real question we should be asking, because we prob won't be able to keep them. And that's not even getting into the question of the ethics of that sort of precise tracking and if we *should* be doing it.Permalink On twitter.com
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I think generally, we should be avoiding individually user-trackable cross-site ids on ethical grounds alone. But even if you disagree there's the real challenge of it just becoming technically unfeasible in the future due to regulatory and market forces.Permalink On twitter.com
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With that in mind, I'd prefer people to look at this less as a problem in need of a defensive solution, and instead as an opportunity in need of innovation that puts the digital advertising industry ahead of the curve.Permalink On twitter.com
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Especially because both Safari and Firefox have stated that they will oppose cross-site individual ID tracking and the type of system proposed at top of thread (like most proposals) seems like easy-to-detect behavior that is quite straightforward to block.Permalink On twitter.com
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Mood +5 🙂