Nowadays businesses face many challenges that require them to rethink the way they do website and app tracking. Luckily, these challenges with GTM server-side will also open up many agile opportunities for companies willing to adapt and change. However, traditional tracking is being confronted by a lot of challenges that will make “tracking as usual” technically impossible.
One of these challenges is the new “Privacy first”-paradigm imposed upon us by regulations like GDPR (EU) and CCPA (California). Browser providers have also become much more privacy-aware within the last couple of years, seeking to better protect their users’ data from all too data greedy adtech tools.
Similarly, initiatives like Safari’s “Intelligent Tracking Prevention” (ITP) and Firefox’s “Enhanced Tracking Prevention” (ETP) heavily restrict access to frequently used browser storage options (esp. cookies and local storage). Google also just recently announced that they will phase out third-party cookies altogether within the next two years for their Chrome browser (a so-called “privacy sandbox” will replace third-party cookies).
Therefore, we should welcome the general direction of these actions taken since it helps to secure our personal data, to mature the industry, and to regain long-lost credibility – aiming to end questionable “wild wild west”-tracking practices.
The main downside to this movement is that it also affects and creates biases in business-critical data collection based on user consent: The technical and regulatory environment that traditional website and app tracking are embedded in makes it difficult for us to keep track of specific user behavior – increasing our blindspot in understanding a user’s needs.