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You’ve probably heard about the end of third-party cookies in Chrome, Apple’s new ad consent features, and privacy laws such as CCPA, GDPR, and LGPD. These “privacy first” changes are very disruptive for sites like akguam.com

At this moment, in fact, your relationship with Dealer Inspire and Clicky and other marketing partners is at least 20-25% less effective than you think. And this has been true since 2017.

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"How does privacy first impact akguam.com?"

Privacy-first browsers block over 100,000+ cookies, pixels, scripts, and trackers. This affects 1,000+ martech companies, many of whom are household names.

Blocked Cookies, Pixels, Scripts, and Trackers

In the video, we can see this in action. We’re browsing akguam.com 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.

In Atkins Kroll’s case, this means Dealer Inspire data is limited, and Clicky cannot write data to your account.

You’ll also see that Google Tag Manager, Andre Cruz' API script, Google Analytics, Facebook, Typekit, and New Relic can’t send data to your account. And when integrations like this can’t send data to your account, they can’t add much value to your 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, your marketing apps and partnerships are probably already 20-25% less effective than you think.

“What’s the impact of this?”

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 by 2025, just about every web user will be untrackable and unreachable.

20-25% of web users block third-party cookies. By 2022, it'll be 75%.

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.

Let’s Put Some Numbers to This

This state of affairs creates a staggering amount of waste.

Right now, at this very moment:

20-25% of interested leads and their data will never reach your CRM.

20-25% of events -- pageviews, clicks, downloads, &c. -- will never reach your analytics system.

20-25% of your digital ads will go unseen.

20-25% of your user IDs will be incorrectly separated or incorrectly mixed together.

If you spend $10,000/mo on a marketing app, partnership, or integration, you're wasting $2-2,500 each month.

That’s $24-30,000 per year.

By 2025, all these figures jump to 75%.

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.

“What can we do about this?”

Pivot to Privacy First. Risk Free.
IB QUIMBY MELTON

See Confection in action. Keep your customer relationships and marketing partnerships strong, even in browsers that restrict cookies, scripts, and persistent IDs.

Product Overview

Plug akguam.com into Confection.

Think of Confection as an energy grid for a better web. Our product architecture can help Atkins Kroll thrive in privacy-first browsing environments. It’s lightweight, flexible, frictionless, and compliant with international data privacy laws.

Cable & Substation

Confection’s core component. No cookies, third-party scripts, or front-end IDs. Collect data no matter what happens on the client side.

Live Dataflow
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Input

Automatically replace broken forms. Capture data in real time from any local or third-party form.

Transmission API

Collect and structure first-party data without cookies, cross-domain scripts, or device IDs. Use your account API or our Zapier integration to send data to any number of different endpoints.

Metrics & Analytics

Get actionable, compliant insights into visits, events, and trends without device IDs, fingerprinting, cookies, or third-party scripts.

Atkins Kroll + Confection = Unstoppable

Ready to take action?

Fast and Reliable

Using Confection, Atkins Kroll would 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.

Request a Technical Report

Compliant By Design

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.

See Our Compliance Demo

Confection offers companies like Atkins Kroll 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.

Request Privacy Overview

Seamless Integration

We built Confection to work with the site Atkins Kroll already has and the apps it already uses. There’s no need to switch systems. Just plug in, power up, and keep Dealer Inspire and Clicky and Google Tag Manager, Andre Cruz' API script, Google Analytics, Facebook, Typekit, and New Relic running strong.

And good news: akguam.com runs WordPress. (We checked.) This means you can use Confection.

Four steps and :05 — that’s all it takes. Use our quick-start guides to install Confection and start sending data anywhere.

Find Your Quick-Start Guide Now

See Confection in Action
IB QUIMBY MELTON

Get started risk free.

Choose your next step. Atkins Kroll is in control.

Insure akguam.com against privacy-first browsing environments. Keep your relationship with Dealer Inspire and Clicky strong. Keep data from Google Tag Manager, Andre Cruz' API script, Google Analytics, Facebook, Typekit, and New Relic flowing in browsing environments that restrict cookies, scripts, and persistent IDs.

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Confection in the News

"What Marketers Need to Know About Privacy-First"

“[T]hese privacy changes impact more than just browser-level data storage … To be cookie-free doesn’t mean that you’re immune from privacy-first disruption.”

"Creating a Data Generator for the Privacy-First World"

Confection cares “about collecting, storing, and distributing user data in a way that aligns with your personal preferences and complies with data protection laws like CCPA, GDPR, and LGPD.”

"Avoiding the Third-Party Cookie Graveyard"

“With third-party cookies on the way out, we discuss how to avoid the third-party graveyard.”

"Five Companies Solving Our World’s Most Complex Data Problems"

“In time, we believe these five brands will be at the forefront of the next generation’s data science and tech industries.”

"Planning for Privacy-First Marketing"

“In this episode, we touch on GDPR and CCPA, the ethics and philosophy of data privacy, and the direct impact of all of this on your marketing.”

Get Started. Risk Free.
IB QUIMBY MELTON