As the sup­port for third-party cook­ies has become more and more lim­ited across browsers, Adobe has been work­ing on new solu­tions that care­fully bal­ance cus­tomer require­ments with the consumer’s right to pri­vacy across the Adobe Mar­ket­ing Cloud solu­tions. With the announce­ment from Mozilla to block all third-party cook­ies in Fire­fox, we wanted to offer the fol­low­ing rec­om­men­da­tions to min­i­mize the impact to your website.

In the short term, cus­tomers should test how their sites oper­ate when the browser blocks third-party cook­ies. To do this, down­load the Nightly Fire­fox build. In par­tic­u­lar, look whether the sign-in, secu­rity and fraud pre­ven­tion, and billing processes con­tinue to work.  If you notice any­thing that breaks a page or reduces the user expe­ri­ence, or pre­vents com­monly accepted prac­tices, we strongly sug­gest you file a ‘you broke my site’ report with Mozilla. This will be impor­tant feed­back for Mozilla as they move toward release 22, planned for this summer.

How does Mozilla’s announce­ment affect cur­rent imple­men­ta­tions of the Adobe Mar­ket­ing Cloud solutions:

  • Adobe Ana­lyt­ics and Adobe Tar­get:
    • Cus­tomers with a first-party imple­men­ta­tion would remain largely unaffected.
    • We advise cus­tomers to con­sider lever­ag­ing declared IDs.  In the absence of declared IDs, cus­tomers should replace their old JavaScript code with new code.
  • Adobe Expe­ri­ence Man­ager:
    • As Adobe Expe­ri­ence Man­ager oper­ates wholly within the customer’s domain, there is min­i­mal inter­ac­tion with third-party cook­ies and thus min­i­mal to no impact.
  • Adobe Social:
    • Social would not be impacted as long as the cus­tomer has the newest ver­sion of the code.
  • Adobe Media Opti­mizer:
    • Search:
      • Where search is opti­mized based on Adobe Ana­lyt­ics data, Search would be impacted in the same way as Adobe Analytics.
      • Col­lec­tion of con­ver­sion data should be unaffected.
    • Dis­play:
      • Dis­play remar­ket­ing today is entirely depen­dent upon the usage of third-party cookies.
      • Dis­play is also heav­ily depen­dent on the avail­abil­ity of var­i­ous adver­tis­ing net­work cook­ies for synchronization.
      • Over­all impact is unknown, how­ever, per the first point, dis­play will be affected more than other services.
      • We are work­ing inter­nally and with our adver­tis­ing part­ners to eval­u­ate the full extent to the impact on ad delivery.
    • Social:
      • There is no impact to Face­book mar­ket­place ads.
      • Face­book Exchange (FBX) will be affected the same as dis­play ad delivery.