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IAB Tech Labs call for new tracking standards

 

From Apple’s Intelligent Tracking Prevention (ITP) in Safari to Mozilla’s Enhanced Tracking Protection (ETP) in Firefox, cookies, the primary means through which marketers track consumers on the web, are under attack.

 

The bad news: right now, it appears that what comes next isn’t likely to look anything like what marketers have become accustomed to, or will they?

 

If the IAB Tech Lab has its way, the death of cookie-based tracking won’t be the death of tracking. The organisation proposed the creation of a neutral, standardized identifier that is tied to standardised privacy settings and controls.

 

With cookies under attack, the IAB Tech Lab calls for new tracking standards

 

 

 

 

 

 

 

 

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