The push to privacy will impact all advertisers. Find out everything around new restrictions, cookies, IDFA, first-party data, and all things privacy from our Tinuiti experts.

The push to privacy will impact all advertisers. Find out everything around new restrictions, cookies, IDFA, first-party data, and all things privacy from our Tinuiti experts.

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Small text files that a website puts into the browser when a user visits that website, enabling the site to recognise and identify users and build up a browsing history on the user overtime.


A pixel is a piece of code the publisher places on its site to fire a cookie. It collects and sends information directly to servers, allowing users to be followed across all of their devices. Advertisers can then link their various marketing efforts across websites and ads.


Tags hold javascript code that contains one or more tracking pixels.


Pieces of information which are weak identifiers on their own (such as screen size and colour depth, system fonts, and time zone) can be combined into a ‘fingerprint’, a strong identifier that uniquely identifies an individual browser or device.


GDPR is the General Data Protection Regulation. Released in 2018, this act updated the European Union’s previous data privacy regulations from 1995. GDPR standardizes data protection in all 28 EU countries with strict guidelines on how companies can use and store PII, or personally identifiable information.


The California Consumer Privacy Act, effective in 2020, allows consumers to take control of their data. They have the legal right to know what information companies store about them, why the data is collected, and how the data is shared.


Expected to be enforced in 2023. It grants consumers more control over “sensitive personal information” such as a person’s race, health, Social Security number and recent locations using GPS technology.


The AppTrackingTransparency feature moves from the old method where you had to opt-out of sharing your Identifier for Advertisers (IDFA) to an opt-in model. This means that every app will have to ask you up front whether it is ok for them to share your IDFA with third parties including networks or data brokers.


Intelligent Tracking Prevention, or ITP, blocks all third-party cookies and fingerprinting by default on ALL iOS browsers and macOS Safari.


Google proposed Privacy Sandbox to introduce privacy-preserving APIs to aid in tracking transparency. The APIs enable the browser (Chrome) to act on a user’s behalf to ensure data is never shared without their knowledge or consent.


Chrome version 80 introduced a new secure-by-default model that assumes all cookies should be protected from third-party access unless web developers specify otherwise. Specifically, only cookies with “SameSite=None; Secure” enabled by the website developer are available for third-party access; all other cookies are limited to first-party access.


Apple’s aggregate method for measuring attribution on mobile devices for iOS apps. It aims to provide conversion data to advertisers without revealing personally identifiable information (PII) or device identifiers.


Mobile advertising IDs (MAIDs) are strings of alphanumeric characters assigned to mobile devices. On iOS devices they are called IDFA (Identifier for Advertisers), and on Android devices they are called AAID (Android Advertising ID) 20. MAIDs are unique, and available to all mobile apps (without the need for user permission) and advertisers who embed code in those apps.

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