Restricting personal data collection and tracking by affiliate networks is the main trend among the browser developers of late. The Mozilla Foundation recently released an updated version of the Firefox browser which blocks all the user-activity tracking cookies by default.

The new function will be turned on by default for everyone who has the browser installed on a PC or Android. Here, we tell you how it works and whether it may impact Admitad publishers and advertisers.

What is Enhanced Tracking Protection in Firefox

This is a feature which Mozilla began testing in the fall of 2018 for new users who had just installed the browser. It blocks third-party trackers and ad networks’ cookies placed on various sites. Ad networks were using the cookie data to track which sites users visit over a certain time period and offered them specific ads based on that information.

According to Mozilla developers, the Enhanced Tracking Protection function was created to ensure user data privacy. As of now, no system will be able to collect, save, and use or even sell information about a person’s online behavior. This should prevent the display of intrusive ads and stop third parties from receiving user data.

Enhanced Tracking Protection also blocks scripts that collect the “digital fingerprint”. The “fingerprint” refers to information about the device used to visit a certain website, its configuration and operating system.

In this way, Enhanced Tracking Protection might impact the affiliate networks’ operations: cookie blocking interrupts the tracking process between advertiser’s website where the user has performed an action and the publisher (or a traffic source).

Admitad’s TagTag tracking code transcends limitations

We have previously told how Admitad follows GDPR standards and other similar legislative provisions to ensure user data privacy. When tracking online orders, we receive depersonified data regarding the user’s action – the traffic source as well as the order number and purchase amount.

The Firefox browser innovations don’t have an impact on publishers and advertisers working with Admitad. Mozilla’s Enhanced Tracking Protection blocks third-party cookies. Admitad developed the TagTag tracking code which uses other means of saving and transmitting the click ID (this is the data usually stored in the cookie) and doesn’t fall under Firefox blocking rules. Moreover, we use alternative means of transmitting user action data.

An important note about changes in the Firefox browser’s algorithm. At this time, Enhanced Tracking Protection doesn’t block the Google Tag Manager container. This means that if advertisers install an affiliate network’s tracking code in the GTM container, Mozilla won’t be blocking it for browser users (that is, actions will be routinely captured), and publishers won’t be losing their reward from orders placed via Firefox.

However, over the existence of Enhanced Tracking Protection, Mozilla has changed their policy regarding Google Tag Manager a few times. Therefore, we advise our advertisers to install the TagTag code directly on their website instead of the GTM- container, in order to avoid tracking problems in the future. More details about TagTag – in the article written by Admitad Academy.

In addition, Admitad offers advertisers various integration means: via postback queriesXML, a proprietary API and a new solution called Cookieless Tracking.