What is Tracking Protection?

Tracking Protection is a privacy feature from the Google browser Chrome.

Google is testing a new feature called Tracking Protection in Chrome, which limits cross-site tracking by restricting website access to third-party cookies by default. This feature will be rolled out to 1% of Chrome users globally as part of the Privacy Sandbox initiative to phase out third-party cookies in the second half of 2024.

Google is taking a responsible approach to phasing out third-party cookies in Chrome by providing new tools for sites to support key use cases and giving developers time to make the transition. Tracking Protection will be introduced to a small percentage of Chrome users so developers can test their readiness for a web without third-party cookies.

What does this mean for you?

By using a subdomain of the advertiser's root domain, our servers can set 1st party cookies in the server response headers rather than relying on JavaScript running in the browser.

By providing Custom Tracking Domains to each user of our  CF MasterTag, we can take our cross-site tracking domains out of the equation and the domain that sent the user to the page will only be used to direct users to one site. Because the resulting cookies are set by server response headers and belong to the primary domain, they are exempt.

If you are an advertiser and have not yet implemented this request, please contact us as soon as possible to get updated.