This is the first ever Softcrylic Privacy update! We gave our clients the privilege of receiving this information first and directly from one of our senior consultants last month, and now we want to pass along our views of what is going on with digital marketing privacy to you. Below you can find the top trends, things to look out for and be aware of in the privacy landscape from this fall.
- Apple iOS 14 Launched on September 15th and has some pretty big updates to Safari and Intelligent Tracking Prevention (ITP).
- Privacy Report in Safari 14 (all platforms) shows what WebKit’s tracking measure preventions are exposed to the user.
- Apple Intelligent Tracking Prevention (ITP) is on ALL browsers for iOS and iPad. This is a big change, as it used to be just for Safari on iOS and iPad.
- All Brower’s, Firefox, Edge, Chrome will have Cross-site tracking prevented by default.
- Full third-party cookie blocking.
- All cross-site referrers are downgraded to just the origin by default.
- All cookies written with JavaScript will have their expiration capped at a maximum of 7 days from the time the cookie is (re)written
- Apple Mobile App Advertising ID’s (IDFA) Consumer Consent Enforcement Delayed to 2021
- The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user’s device and is used for attribution, advertising targeting, and identifying “user” level information.
- Apple announced earlier this year that mobile applications on iOS14 will require opt-in consent from consumers to make this IDFA available, this should start rolling out in early 2021.
- Apple Safari CNAME Cloaking Mitigation maybe impacted by Intelligent Tracking Prevention (ITP)
- Third party CNAME cloaking is a very common way to circumvent ITP’s 7-day expiry cap on client-side FIRST party cookies. Third-party CNAME cloaking means a first-party sub domain resolves to a third-party domain. A good example of this is a softcrylic.com resolves to softcrylic.com.ssl.sc.omtrdc.net for Adobe Analytics network requests and data collection.
- Many digital analytics and marketing tags / pixels have operated in this fashion for years to publish and set true first-party cookie on websites. Even server-side Tag Management solutions operate this way.
- Linking to a very good article that explains it in detail, credit Corey Underwood.
- We will continue to keep our clients updated as Apple continues to make announcements on this topic.
- Google Privacy Sandbox is coming with the end of third-party cookies in 2022 and Softcrylic is staying on top changes.
- Softcrylic hosted a webinar earlier this year that focused on the on the concerns, excitement, and challenges we will face when third-party cookies go away. This is a must watch webinar if you have concerns with Digital Analytics and Marketing in 2022.
- You can stay on-top of all the Privacy Sandbox updates by visiting the org site and Google is sticking to the 2022 date of depreciating third-party cookies.
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