Tune released a guide to help advertisers with online tracking in a post-ITP 2.0 world. Tune says client-side tracking is dead, and the third-party cookie died with it.
According to Tune, tracking is much more difficult since Firefox released an Enhanced Tracking Protection (October 2018) and Safari unveiled ITP 2.0 (June 2018). Tune states that browsers are “killing traditional web-based tracking.”
The solution is server-side tracking to prevent traffic loss, usage of a first-party domain for all of the tracking pixels, and the usage of a tracking platform that can support first-party cookie-to-server-side notification tracking, says Tune.