Update safari 711/21/2023 ![]() SameSite=Strict Cookie Jail for Bounce Trackersīounce tracking occurs when the user clicks on something (usually an ad), and is directed to number of domains before landing on the destination website. Any time the collection server’s IP address changes, the website operator would need to update the A/AAA record (which can be problematic). ![]() One of the biggest challenges of using A/AAAA records is that they require an IP address, which means that vendors would essentially need an endpoint with a static IP address and very high uptime. It is also widely believed that A/AAAA records will be a far reach for ITP to try and mitigate their use for third-party data collection, meaning this move could be a durable long-term solution. The consensus is that AdTech & Measurement vendors will push to migrate from CNAME records to A/AAAA records. It is equally important to note that there are some major vendors, including Adobe and Criteo, in which CNAME cloaking has been implemented at least a number of times. It is important to note that many of the major AdTech & Measurement cookie vendors are still using script-writeable cookies, meaning that there will be no expected changes in their performance due to this update. This will lead to an increase of new users being reported in various analytics platforms, a decrease of attributed conversions reported (for instances where the conversion is more than seven days from the date of the cookie creation), and it will limit the efficacy of retargeting efforts. ![]() What’s the potential impact to marketers?Īt the most basic level, the impact will be cookies set via CNAME cloaking will now have a lifespan (seven days) that is significantly shorter than before (30 days, two years, etc.). This technique thus thwarts third-party targeting privacy protections.ĬNAME Cloaking Defense will now cap the expiry of cookies set by a CNAME cloaked subresource to seven days, aligning with the expiry that ITP has already placed on script-writeable cookies. It misleads web browsers into believing that a request for a subdomain of the visited website originates from this particular website, while this subdomain uses a CNAME to resolve to a tracking-related third-party domain. WATCH NOW CNAME Cloaking & ITP’s Defense Against Itĭue to the increasing use of extensions used to block third-party tracking, tracking providers introduced a new technique called Canonical Name (CNAME) cloaking. To explore the rich history of data privacy and what’s to come, check out our most recent Challenger Series event on demand: Rise to the Challenge of… The Data: Building for the Privacy-First Marketing of Tomorrow.
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