In this moment of writing this article all the browsers are fully developing their tracking prevention and applying it in every release. Except google chrome, they are still waiting with their changes.

Safari was one of the first browsers to adopt ITP to harras Google (i think .. ;-), but now it is part of all the mayor browsers. For online marketeers this is not very good news, most of our online tooling is client side and heavily depends on cookies.
Cookies are a mechanism that is missused bij advertisers for decades, but now it will end.

Tracking prevention is constantantly evolving and getting more strict and smart every release of a browser.
My assumtion is that we need to forget about client side tooling, and maybe forget about profiling all together. In the end the browsers won’t let us and tell us : you should not track!

We see all vendors which provide client-side solutions start moving to server-to-server solutions, or some hybrid form. Most of these solutions will become obsolete in the near future because browsers are blocking cookies, blocking requests to blacklisted domains (CNAME’s) and recognizing and blocking tracking scripts.

There are some vendors that provide “solutions” for tracking prevention like TraceDock or Jentis, but will these provide a robust solution or just a band aid for fixing the broken tracking solution?

One of the possibilities is to move all the tooling to your first party domain like GTM server side is attempting. But a browser as Brave will even block this setup and recognizes that GTM is attempted to load.

One of the best working solutions for now is moving all the tooling to your own server, but that is not always possible.

On WordPress you can move analytics and tag management to your server very easy by using Matomo analytics which comes with a GTM-clone like tag manager.

I am searching for better solutions for AB testing and personalization and will keep you posted on new developments.