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 tealium.com
At this moment, in fact, your relationship with your own scripts and other marketing partners is at least 20-25% less effective than you think. And this has been true since 2017.
Take control of your atomic-level digital marketing data. Send 30x more attribution data and 30-40% more session intelligence to critical endpoints like CRMs, analytics tools, and ad campaigns.
Privacy-first browsers block over 100,000+ cookies, pixels, scripts, and trackers. This affects 1,000+ martech companies, many of whom are household names.
In the video, we can see this in action. We’re browsing tealium.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 Tealium’s case, this means Even with modest privacy settings, site visitors may see broken content. pages.tealium.com/rs/699-JLA-208/images/simpledto-1.0.2.js, tags.tiqcdn.com/utag/tealium/main/prod/utag.js, tags.tiqcdn.com/utui/img/logo_bronto_bronto.svg, and other Tealium scripts will also be unable to write data to your account. The same is true for any customer accounts using the same scripts.
You’ll also see that various WordPress plugins and files, YouTube, and Google Ads 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.
We've documented nearly two dozen Tealium scripts that will be impacted by privacy first, including akamai.tags.tiqcdn.com and js.rmtag.com/111452.ct.js.
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.
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 Confection in action. Keep your customer relationships and marketing partnerships strong, even in browsers that restrict cookies, scripts, and persistent IDs.
Using Confection, Tealium 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.
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 companies like Tealium 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 Tealium already has and the apps it already uses. There’s no need to switch systems. Just plug in, power up, and keep your own scripts and various WordPress plugins and files, YouTube, and Google Ads running strong.
Four steps and :05 — that’s all it takes. Use our quick-start guides to install Confection and start sending data anywhere.
Get started risk free.