Navigating Tracking Prevention Technologies

Update: On July 28th, 2020, Firefox released its latest browser update which includes additional protections against cookie tracking. The Enhanced Tracking Protection 2.0 (ETP 2.0), means Firefox will now block a new advanced tracking technique called redirect or bounce tracking. ETP 2.0 does this by clearing cookies and site data from tracking sites every 24-hours, except for those that users regularly and actively interact with.

Across Rakuten Advertising’s global network, approximately 4% of all clicks and sales come from Firefox browsers. Advertisers who are already ITP compliant will not need to make any changes to their tracking. For those that aren’t we recommend reviewing the below post to understand the solutions available to navigate tracking prevention technologies.

Last year, Apple introduced its Intelligent Tracking Prevention (ITP), limiting the ability to track a consumer from an advertiser or publisher’s website, beyond the initial 24-hour period. Now, Firefox is testing their enhanced tracking protection with a rollout slated for March 19^th.

The advancement of technology that allows browsers to block tracking is a direct reflection of consumer relationships with online advertising. Consumers are taking a stance against advertising that is too frequent or intrusive to their online experience. Firefox’s enhanced tracking protection blocks cookies and storage access from third-party trackers, blocking the most common method of cross-site tracking. For advertisers, this limits their ability to serve personalized and relevant ad experiences to consumers, while also disabling third-party cookies from effectively tracking publishers who influenced conversions.

Rakuten Marketing is committed to making online advertising more informed and valuable to consumers, producing relevant and engaging experiences that enrich their lives. In light of recent changes, Rakuten Marketing has invested in technology and products that protect our clients and partners from the impacts of harder-to-navigate tracking settings, enabling advertisers and publishers to continue working together efficiently.

Using our Single Point of Integration (SPI) container tag, advertisers can take advantage of additional tagging that tracks consumer activity across Firefox, along with ITP-imposed Safari browsers. This tagging technology allows advertisers to collect data that helps provide consumers with relevant ad experiences that enhance their online experience, as well as accurately identify publisher contributions. Our Search experts also work closely with Google to implement best practices that circumvent tracking prevention technologies, enabling us to continue driving increased campaign performance.

Advertisers not implemented with SPI or merely looking to go that extra mile can utilize Rakuten Marketing Enterprise Web Services (EWS), a server-to-server tracking process not affected by cookie blocking technology. The EWS process is robust due to its security, reliability and flexibility, which includes real-time reporting.

Not only do these solutions help navigate tracking prevention technologies, but they also provide additional features for AI and machine learning purposes, allowing for greater optimization of ad campaigns, driving improved performance for advertisers and publishers alike.

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