In light of an overload of advertisements and abuse of data for browser users, there has been a continuous push to protect them – be it in a form of a state regulation like GDPR, or browser providers stepping in like Safari’s ITP 2.0. At the end of last month, Mozilla announced measures aimed at obstructing tracking via Firefox browsers.

What could this mean for the performance marketing realm? We will walk you through these measures and explain the solutions Ingenious Technologies offers to make sure you can continue managing your online marketing with our product.

What is Mozilla doing?

In a nutshell, three new features will be implemented in various versions in the Firefox browser in October this year:

1. Tracking codes that slow down the loading of a page will be blocked.
2. Third-party tracking cookies will no longer be stored.
3. Practices, such as fingerprint tracking and cryptomining, are regarded as harmful and will be obstructed.

What might be alarming for performance marketers is: At least the first and the third feature will be active by default. And Mozilla is dead serious about this, as these features have already been implemented in Firefox Nightly, the environment Mozilla uses to test new features in.

What does this mean exactly?

Mozilla has pitched these measures with their browser users in mind. Through these measures, they strive to protect the privacy of their users and force advertising platforms to enhance the experience of the user. At Ingenious, we believe in these values too. Therefore, marketers will find themselves well-prepared using our technology.

Blocking codes that hamper page loading

Mozilla has a fair point that tracking should not slow down loading. This is why all our tracking codes support asynchronous loading. This ensures the firing of the tracking codes does not hamper the loading of the page, therefore leaving the user experience unaffected. As a result, we recommend that you check whether the tracking codes you use are loading asynchronously.

Third-party tracking

In most cases, tracking your customers’ purchase behaviour takes place via the domain of the tracking technology. For instance:

www.tracking.affiliatenetwork.com

Ingenious Technologies is one of few players in the market offering first-party tracking. With our technology, data can be tracked directly via the domain of the advertiser. For instance:

www.tracking.youronlineshop.com

First-party tracking ensures that no other technology or redirect is in the way and thereby get obstructed by ad blocking or, in this case, browser security settings.

As an Advertiser, you may also be working with publishers who are dependent on third-party tracking codes. As we explained in our blog article on ITP 2.0, we advise you to contact the third parties and find out how they will respond to this new situation. In the meantime, you can ensure that all third-party publisher tracking codes get fired via server-to-server delivery. This delivery method not only prevents browsers from hindering you, it also gives you complete control on what consumer data the networks and publishers you work with collect.

Harmful practices

As an independent technology provider, we have no interest in your customer data. We only track data to empower you to identify the marketing channels and publishers that lead to your defined conversions. We do not identify customers, nor do we create any customer profiles in relation to online behaviour or product interests.

What’s next?

There you have it! We will remain on top of things and reach out as soon as there are any new developments. If you are interested in finding out whether the Ingenious platform works for you, contact us at sales@i19s.com.

Of course, if you are an Ingenious client and require any any assistance, simply contact us via your preferred support channel, and we will be happy to help!

Find out more about our commitment to the General Data Protection Regulation and what we do to ensure our clients’ compliance when using our platform by visiting our GDPR page.