Safari’s Intelligent Tracking Prevention vs Shady Trackers

Nick Heer over at Pixel Envy comments on Criteo’s Earnings report, as a quick case study for the effectiveness of Safari’s new Intelligent Tracking Protection. The results are not as comprehensive as I would hope, but I hold out hope the machine learning aspect of the engine means we can expect some improvement. It won’t stop shady operators from thinking this is a legitimate practice, or from finding new and exciting ways to track you on your internet adventures. So expect all kinds of new efforts to undermine the wishes of users. These agencies are shameless when it comes to their so-called workarounds, so I’ll defend Nick against his own charge of being petty here:

It appears that there’s definitely some effect on the ability for Criteo’s shitty script to work, but they’re estimating that it’s still about 50% effective. Perhaps this is just petty of me, but I wish ITP reduced Criteo’s script to 0% efficacy. The lengths to which Criteo has gone to — and will go to, according to the last sentence of that quote — in order for them to track users is an indication that they aren’t following the spirit of users’ wishes.