"How does it work?"

Learn why Confection is important and how how it works, even in browsers that restrict cookies, scripts, and persistent IDs.

"I want to learn more about Confection."

The Challenge

By January 2022, Chrome — the world’s most popular web browser — will no longer support third-party cookies. Digital marketers use these kinds of cookies to (a) collect specific insights about a user’s interests across browsing sessions and websites and (b) serve that user relevant content, including, perhaps most prominently, advertisements. The “death” of third-party cookies also negatively impacts forms, event tracking, progressive profiling, and other kinds of data collection and marketing automation.

On September 16, 2020, Apple released iOS 14. The company had planned to include an IDFA consent feature in this release. The feature will force developers and marketers to gain explicit consent from the device owner if they want to use the owner’s device ID to track his/her activity across apps and websites. Apple has delayed this feature for the moment. However, it’s safe to assume that, at some point in the next 12-18 months, Apple will include IDFA consent in an iOS release.

The end of third-party cookies in Chrome; iOS IDFA consent; the emergence of data privacy laws such as CCPA, GDPR, and LGPD — these send a strong, clear signal: Privacy-first is coming.

For professional marketers and the enterprises they serve, this is a game changer. Once the world uses privacy first as its default browsing environment, the cornerstone resources professionals rely on each day become far less useful:

Ad Targeting
Progressive Profiling
Auto-Filling Forms
Engagement Tracking
Many Kinds of Marketing Automation
Certain Web-to-Lead Forms

The fundamentals of the modern marketing playbook need to be almost entirely rethought.

Our Solution

Confection is a privacy-first data management solution.

It helps businesses keep customer relationships and marketing partnerships strong, even in browsing environments that restrict cookies, scripts, and persistent IDs.

Confection is also GDPR/CCPA compliant, easy to install, lightweight, and integrates with the apps businesses already use.

Reliable Everywhere

Confection works in the strictest, most privacy-focused browsing environments.

Chrome (even when site isolation is active)
Safari with Intelligent Tracking Prevention
Tor Browser

Confection also works when users enable basic privacy features like Chrome’s incognito mode and use extensions such as Privacy Badger and Ghostery.

Try It

Below, you’ll find a few live demos.*

To get the most from your experience, use a privacy-forward browser like Brave, or max out your preferred browser’s security settings. Then, load this page.

Here’s the URL: confection.io/main/demo

Now, you’re ready to see Confection in action. Scroll to the demos below.


* Please note, we’re actively developing Confection and releasing daily (and often hourly) builds. If you see any issues, they’re most likely the result of this state of affairs. You might refresh the page and try again. Feel free to send any feedback and persistent bugs to [email protected]

If you’re unsure where to start, this series of short, easy-to-read articles at The Verge can help.

Demo 1: Forms

Web forms have two problems in privacy-first environments.

First, if a form relies on one or more third-party scripts, that form might not load at all. Confection knows when a browser is preventing a form from rendering. When this happens, our app converts the blocked form into a static, local one. There’s no need to spend time replicating and replacing forms you’ve already created.

The second issue is more common. If a form sends data to a third-party server, that form might fail to send any information when the user clicks “Submit.” Confection works around this by sending all form data to our server in real time.

To see this in action:

1 Select a form from the dropdown menu, and enter some information. (If you see a form, you’re not having the first issue we outline above.) As you enter data, you’ll see it immediately appear in the purple box, below a universally unique identifier (UUID).

2 After you’ve added some form data, click the “Show API Data” button. In the blue box, you’ll see the JSON structured snippet we use to pass usable data back to our customers. Use this in your CRM, marketing automation solution, programmatic ads, custom app/API, or in 2,000+ apps via our Zapier® integration.

Show API Data

Demo 2: Events

Privacy-first environments also block certain types of engagement activity, parameters, and other browser events, especially if they rely on cookies, custom JavaScript, and third-party servers and scripts. This limits — and, in some cases, completely undermines — the utility of many marquee data services.

Even in the most privacy-forward browsing environments, Confection can work around these limitations. To see this in action:

1 Click any service name. This will send a generic pageview event to that system (middle box) and Confection (top box). Note that, even when the data service fails, Confection is able to write the event to its server.

2 Just like the form demo, if you click the “Show API Data” button in the blue box, you’ll see the JSON structured snippet we use to pass usable data back to our customers. Use this in your CRM, marketing automation solution, programmatic ads, custom app/API, or in 2,000+ apps via our Zapier® integration.

Demo 3: Unified UUIDs

Curious about your own data? Click the “Show API Data” button in the blue box. You’ll see a JSON structured snippet that contains everything we know about you.

If this is your first Confection session, you’ll see information associated with a single UUID (your current one). If this is your second+ session — if you’ve visited this page before, refreshed it, or visited another site where Confection is installed — you’ll see multiple UUIDs linked together. Behind the scenes, Confection uses a blend of predictive algorithms and AI to link UUIDs that have similar traits, assign them probable “likeness” scores of 1-99%, and consolidate them into single user records. No need to worry about persistent front-end browser, user, or device IDs.

Refresh the page. Clear your cache and cookies. Enable the strictest security protocols. Try a different browser. The API output should be the same.

Just like the demos above, use this data in your CRM, marketing automation solution, programmatic ads, custom app/API, or in 2,000+ apps via our Zapier® integration.

"How does privacy-first impact my business?"

Get a Personalized Risk Assessment (It’s Free)

"Where Can I Use Confection Data?"

Seamlessly connect Confection to the apps you already use. There’s no need to switch systems.

In Your CRM

In Your Marketing Automation Solution

In Your Programmatic Ads

In Your Custom App/API

In 2,000+ Apps via Zapier®

"What about my apps?"

Easy to Install

As long as your site supports PHP, ASP, React, Angular, Node, Java, Python, Ruby, Erlang, or ColdFusion, you can use Confection. Installation is simple:

1 Upload our lightweight fileset to your server or install our WordPress plugin.

2 Add a short script tag to your site header or add your account ID to the WordPress plugin settings.

That’s it.

If you’d like to try Confection on your site(s), contact us using the form below. We’ll be in touch.

"I want to learn more about Confection."