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Firefox ETP live across default browsers

Michel van Luijtelaar June 17, 2019

Firefox Enhanced Tracking Prevention live

Mozilla recently announced that their Enhanced Tracking Protection features are now live by default across browsers for new users. For users with existing browser versions, this setting will require a manual update so we expect roll-out and impact to ramp gradually. For new users who install and download Firefox for the first time, Enhanced Tracking Protection will automatically be set on by default as part of the ‘Standard’ setting in the browser and will block known “third-party tracking cookies”.

This will impact view through conversion tracking and audience based strategies on Search and Display.

Safari released an update (ITP 2.1) in Q1 2019 which limits the ability to track conversions that come in after more than 7 days after the last site visit for 1P Javascript cookies. Advertisers may see a decrease in reported conversions as a result of this change, particularly those with a higher proportion of conversions occurring after 7 days. At the end of April 2019, Apple announced  further changes to ITP , dubbed ITP 2.2.  One line summary of this change is that safari browser will cap the expiry of 1P cookies in certain circumstances to one day, further impacting advertisers ability to measure online conversions in Safari.

In order to mitigate conversion loss we recommend to implement SideWide tagging.