Tracking News & Updates for January 2025

Meta Introduces CRM Event Testing Tool for Conversions API

9 days ago

Meta has launched a testing tool for its Conversions API, enabling advertisers to verify CRM event tracking. The setup requires connecting the CRM to Meta, selecting a page, and creating a test event labeled 'lead'. Users can generate a test lead and obtain a Lead ID for their CRM. An automated verification mechanism displays the event once setup is complete, enhancing the reliability of conversion tracking for CRM-based lead generation campaigns.

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Google Tag UI Enhances Platform with Integrated Consent Management Features

1 months ago

Tracking Google Tag Manager +1 more

Google has enhanced its platform with integrated Consent Management Platform (CMP) setup capabilities in the Google Tag UI, streamlining consent management across Google services without manual code changes. The integration supports four CMP partners: consentmanager, Cookiebot, iubenda, and Usercentrics. It functions within Google Ads, Google Analytics, Campaign Manager 360, and Google Tag Manager, providing guidance for a simplified setup process.

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Justice Department Pushes Google to Spin Off Chrome Browser

2 months ago

Tracking Compliance Monitoring +2 more

The Department of Justice is reportedly pushing Google to spin off its Chrome browser business and recommending antitrust requirements related to AI and Android. This follows a historic multiyear case where the Justice Department proved Google's web search monopoly in the U.S. A federal judge ruled Google broke antitrust laws in online search and search text ads markets. The Justice Department argues Chrome is a key access point for Google Search, controlling 61% of the U.S. browser market.

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Google Tag Manager Launches Server-Side Tagging Support for Mobile Apps

2 months ago

Tracking Google Tag Manager

Google has expanded Tag Manager with server-side tagging support for Android and iOS apps, enhancing data management for mobile app analytics and marketing. Key features include cross-platform support, integration with GA4 data flows, data staging, redaction, augmentation, and flexible distribution. Implementation requires Firebase SDK, a GTM account, and a configured server. Benefits include expanded ecosystem, multi-platform distribution, and more control.

Google Privacy Sandbox Adds Deal Support, Clickiness Signals, Longer Interest Group Lifespans

3 months ago

Tracking Cookieless Future

Google's Privacy Sandbox is evolving based on feedback from stakeholders. Key updates include enhanced deal support, new "clickiness" signals for bidding, and extending the interest group lifespan from 30 to 90 days. These changes aim to improve ad performance while maintaining user privacy. Active participation from the industry is crucial for further development, balancing enhancements with user privacy.

Google Tag Rolls Out 'Consent Mode Override' Feature

4 months ago

Tracking Consent Mode

Google has introduced a 'Set consent mode override' setting in Google tag, allowing users to override default consent configurations. This feature lets users set default consent status to 'denied' for specific regions, useful for integrating with consent mode platforms or handling code sequencing issues. Google advises caution, recommending default settings to respect user decisions and comply with data privacy regulations.

Apple Announces EU-Specific Changes to Browser Choice and Default Apps

4 months ago

Tracking

Apple will modify iOS and iPadOS for EU users by year-end to comply with the Digital Markets Act. Changes include an enhanced browser choice screen with more information and performance data for developers, a new Default Apps section in Settings for setting defaults in various functions, and expanded app deletion options allowing removal of previously un-removable apps. These updates aim to provide more choice and flexibility to EU users.

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Google Won't Remove Third-Party Cookies from Chrome

5 months ago

Tracking Cookieless Future

Google will keep third-party cookies in Chrome, reversing its 2019 promise to phase them out by end of 2024. Chrome will introduce a feature for users to manage cookie preferences. Google's Privacy Sandbox initiative continues, aiming to serve ads without cookies. The decision was influenced by regulatory pressure, industry feedback, and the need for more development time. This impacts advertisers by maintaining access to third-party data and reducing pressure to adopt new technologies.

Apple Releases Safari Private Browsing 2.0, Opposes Google's Topics API

6 months ago

Tracking Cookieless Future

Apple's WebKit team introduced Private Browsing 2.0 for Safari 17, enhancing protection against cross-site tracking and fingerprinting. Features include link tracking protection, blocking known trackers, advanced fingerprinting protection, and extensions management. Additional protections apply to all browsing modes, like capped cookie lifetimes and partitioned storage. Apple rejects Google's Topics API due to privacy concerns, emphasizing the importance of not adding fingerprintable APIs.

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