At this moment, your ad and marketing partnerships are at least 20-25% less effective than you think. And this has been true for four years. Since 2017, 20-25% of people have been using privacy-first browsers that don’t support third-party cookies. Chrome is going privacy-first in ~1 year, which will make at least 75% of users off-limits.
Confection routinely helps customers recapture 70%+ of their missing data. It collects, stores, and distributes data in a way that’s unaffected by client-side disruptions involving cookies, cross-domain scripts, and device IDs. It’s also compliant with global privacy laws so it’s good for people too.
Confection takes :05 to install. It’s costs pennies. It helps you recover dollars worth of value in your advertising and marketing stack.
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Privacy-first browsers block over 72,000 cookies, pixels, scripts, and trackers. This affects over 750 martech companies, many of whom are household names.
In the video, we can see this in action. We’re browsing a Fortune 100 website using a privacy-first browser called Brave. This browser blocks cookies and certain scripts and restricts persistent identifiers such as browser, user, and device IDs.
As you can see, the following marketing partners can’t send data to this customer’s account: Bazaarvoice, Dun & Bradstreet, ImmuniWeb, Xandr, SundaySky, Google Tag Manager, Ensighten, Oracle/Eloqua, Teads, Dstillery, LiveRamp, Outbrain, Quantserve, Nielsen, Marin Software, Yahoo, Krux Digital, Clicktale, Alibaba, Invoca, and Bing, Facebook, LinkedIn, and Google ads.
When integrations like this can’t send data to a company’s account, they can’t add much value to its marketing efforts. Whatever time and money you invest in them will be effectively wasted. In fact, as you’ll see below, at this very moment, they’re probably already 20-25% less effective than you think.
The following graph illustrates two things: (x) the year a browser stopped (or will stop) supporting third-party cookies by default and (y) the percent of web users affected by this change. (“By default” means a browser no longer supports third-party cookies “out of the box.” While a user could, theoretically, enable them manually, the vast majority won’t.)
As you can see, businesses haven’t been able to track or advertise to a steadily increasing number of web users since 2016. We saw a big jump in 2017, and we’ll see an even larger spike in 2023. By 2025, just about every web user will be untrackable and unreachable.
While we often talk about privacy first in forward-looking terms, Safari and Firefox haven’t supported third-party cookies since 2017. This means the investments you make in your CRM, DSP, marketing automation tools, programmatic ads, &c. — they’re only, at most, 75-80% effective. 20-25% of your time and money are effectively wasted, and that’s true every hour of every day.
As alarming as this is, by 2025, the current state of affairs will look attractive by comparison. By then, only Microsoft browsers and Opera (may) support third-party cookies by default. With a collective usage share of < 7% today and < 3% in 2025, that'll leave 93-97% of web users unreached and untracked.
Safari and Firefox have a combined usage share of 20-25%. This means that right now, at this very moment, most of your marketing apps, partnerships, and integrations aren’t able to reach or track one out of every 4-5 web users.
And this has been true for three years.
When Google phases out support for third-party cookies in Chrome, your marketing apps, partnerships, and integrations won’t be able to reach or track three out of every four web users. By 2025, this will be true for virtually every web user.
If you spend $10,000/mo on a marketing app, partnership, or integration, you’re suddenly wasting $7,500 each month. That’s $90,000 per year.
See our solution in action. It’s called Confection, and it can help keep your customer relationships and marketing partnerships strong, even in browsers that restrict cookies, scripts, and persistent IDs. Confection is risk free to start and inexpensive after that.
Using Confection, you’d experience < 500ms latency between user actions and API availability.
Without using cookies, third-party scripts, or a JS fallback, Confection’s user matching rate is identical to marquee web analytics services. And we use predictive technology and machine learning to identify individual users across browsers, devices, and sessions.
No need to worry about front-end UUIDs, device IDs, or fingerprinting.
Confection is compliant with global data privacy laws such as CCPA, GDPR, and LGPD. We built the product that way from the ground up, and we constantly fine-tune it to ensure Confection stays compliant with new trends, rulings, policies, and regulations.
Confection offers customers two choices:
1 Complete Zero/First-Party Data
We send all data to an endpoint you define and store no PII inside Confection.
2 Full Service
Offload total compliance — collection, storage, and distribution — to us. We manage PII data for you. Access it when you need it.
We built Confection to work with the site you already have and the apps you already use. There’s no need to switch systems. Just plug in, power up, and keep your marketing stack running strong.
Four steps and :05 — that’s all it takes. Use our quick-start guides to install Confection and start sending data anywhere.
Submit the following form, and we’ll deliver your free risk assessment (usually) within 48 hours.