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Oh, I remember this, from like 2000 (in CGI/Perl). Did it this way for ages then there was this ground-breaking company for ads called "DoubleClick" (I think) t

by edoceo 5y ago

Oh, I remember this, from like 2000 (in CGI/Perl). Did it this way for ages then there was this ground-breaking company for ads called "DoubleClick" (I think) that did it all with cookies and js. Wonder whatever happened to them.

DaiPlusPlus 5y ago
DoubleClick became the world’s largest web ad broker and was bought by Google to shore-up their own AdSense + AdWords business. Due to cross-site “third-party” cookies being disabled in modern web-browsers and the HTTP Referer [sic] header being unofficially deprecated the only way for websites and ads to work together is by either IP address tracking or visitor fingerprinting. IPv4 address tracking is a blunt instrument that is next to useless when visitors are using ISPs with CG-NAT. But IPv6 makes every device addressable - and thus - followable. I imagine that eventually CPE (home internet modem and router) will offer some kind of IPv6 address randomisation system on a per-TCP-connection basis, though they’d all share the same 64-bit prefix (I think?) so it doesn’t mitigate per-residence tracking. (EDIT: Ah, so IPv6 does have privacy protection by rotating autoconfigured addresses on a regular basis: https://www.internetsociety.org/blog/2014/12/ipv6-privacy-addresses-provide-protection-against-surveillance-and-tracking/ https://www.internetsociety.org/blog/2014/12/ipv6-privacy-ad... ) ————- I do believe the end of third-party cookies is going to make internet advertising significantly less profitable and more and more ad-funded sites will either add paywalls or shut-down. I’m surprised Google went this way, actually - I’d have thought a less-harmful way of protecting users’ privacy with balancing the need for attribution in advertising could be accomplished by, for example, auto-nuking cross-domain cookies after 24-hours.
- bpodgursky 5y ago
  Google hasn't _really_ committed to a 3p cookie deprecation plan. They just kicked the deadline forward another year or two while they test out alternatives.
  - DaiPlusPlus 5y ago
    > Google hasn't _really_ committed to a 3p cookie deprecation plan I'd say it's pretty dang official now: https://digiday.com/marketing/cheat-sheet-google-extends-cookie-execution-deadline-until-late-2023-will-pause-floc-testing-in-july/ https://digiday.com/marketing/cheat-sheet-google-extends-coo... Don't forget the actions of other browser-vendors too, like Apple's Safari and Mozilla's Firefox, both of which have severely curtailed third-party cookies - and Google Chrome's Incognito mode also disables all third-party cookies. > They just kicked the deadline forward another year or two while they test out alternatives. Right, but the deadline still exists.
    - bpodgursky 5y ago
      I mean, it doesn't really exist, because the 2022 deadline got pushed when it became clear there wasn't another alternative ready. This one could just as easily slip.
- bigiain 5y ago
  > DoubleClick became the world’s largest web ad broker and was bought by Google Do you _really_ thing the OP didn't know that???

by edoceo 5y ago

DaiPlusPlus 5y ago

DoubleClick became the world’s largest web ad broker and was bought by Google to shore-up their own AdSense + AdWords business. Due to cross-site “third-party” cookies being disabled in modern web-browsers and the HTTP Referer [sic] header being unofficially deprecated the only way for websites and ads to work together is by either IP address tracking or visitor fingerprinting. IPv4 address tracking is a blunt instrument that is next to useless when visitors are using ISPs with CG-NAT. But IPv6 makes every device addressable - and thus - followable. I imagine that eventually CPE (home internet modem and router) will offer some kind of IPv6 address randomisation system on a per-TCP-connection basis, though they’d all share the same 64-bit prefix (I think?) so it doesn’t mitigate per-residence tracking. (EDIT: Ah, so IPv6 does have privacy protection by rotating autoconfigured addresses on a regular basis: https://www.internetsociety.org/blog/2014/12/ipv6-privacy-addresses-provide-protection-against-surveillance-and-tracking/ https://www.internetsociety.org/blog/2014/12/ipv6-privacy-ad... ) ————- I do believe the end of third-party cookies is going to make internet advertising significantly less profitable and more and more ad-funded sites will either add paywalls or shut-down. I’m surprised Google went this way, actually - I’d have thought a less-harmful way of protecting users’ privacy with balancing the need for attribution in advertising could be accomplished by, for example, auto-nuking cross-domain cookies after 24-hours.

bpodgursky 5y ago
Google hasn't _really_ committed to a 3p cookie deprecation plan. They just kicked the deadline forward another year or two while they test out alternatives.
- DaiPlusPlus 5y ago
  > Google hasn't _really_ committed to a 3p cookie deprecation plan I'd say it's pretty dang official now: https://digiday.com/marketing/cheat-sheet-google-extends-cookie-execution-deadline-until-late-2023-will-pause-floc-testing-in-july/ https://digiday.com/marketing/cheat-sheet-google-extends-coo... Don't forget the actions of other browser-vendors too, like Apple's Safari and Mozilla's Firefox, both of which have severely curtailed third-party cookies - and Google Chrome's Incognito mode also disables all third-party cookies. > They just kicked the deadline forward another year or two while they test out alternatives. Right, but the deadline still exists.
  - bpodgursky 5y ago
    I mean, it doesn't really exist, because the 2022 deadline got pushed when it became clear there wasn't another alternative ready. This one could just as easily slip.
bigiain 5y ago
> DoubleClick became the world’s largest web ad broker and was bought by Google Do you _really_ thing the OP didn't know that???