Firefox TCP for Android – what does it mean for Mitgo businesses?

With Mozilla announcing the release of its Total Cookie Protection (TCP) tool for Android, Mitgo executives share their opinions on how this could impact their businesses and the businesses of their partners and clients.

In an effort to create greater privacy online, browser provider Mozilla is now rolling out Total Cookie Protection (TCP) as the default setting on its Firefox app for Android, after initially making it available for Firefox users on Windows, Mac and Linux. 

The TCP protocol ensures that no user cookies are shared across different websites. Typically, third-party cookies are used to build a user’s virtual identity by collecting information about them from across the internet. This data is often then sold onto data brokers and businesses interested in displaying ads to relevant target groups.

TCP, on the other hand, only creates cookies for the site you’re currently visiting. As a result of this feature, companies cannot gain data on a user or their online behaviour from anywhere else on the internet.

As part of the Android update, Mozilla claims it’s also promoting its Firefox Relay protection to become a dedicated part of the app. Relay, which initially launched as an add-on and provides users with email and phone number masks for online signups, comes with a free tier that offers limited protection tools, but requires a subscription to access the bulk of its functionality.

What does this mean for Mitgo clients and partners?

Takeads: As a privacy-first native advertising network, we do not use cookies at all.

We’re well aware of the privacy-first direction the online ecosystem is going in – it’s a core part of our business. That’s why these changes by Mozilla, Apple and Google will not affect Takeads. There are dozens of ad tracking possibilities that do not require cookies or UIDs and it’s our mission to optimise their use and keep user data safe.

Paweł Mazurek

Head of Takeads

FairSavings: While this will not affect us, it’s a signal to other players.

The launch of TCP will not affect publishers in any way. However, it represents a good reason for advertisers to test and implement new tools, such as promo code tracking, mobile tracking and SDK, for more stable, transparent work with publishers.

Vlad Gubin

Head of FairSavings

Admitad: With Chrome’s market domination, the impact is manageable.

Having conducted many tests on the Total Cookie Protection update, we found that Firefox implemented changes to how it works with cookies back in Autumn 2022. These changes mainly affected the tracking of campaigns using outdated tracking methods – methods we strive not to use. Also affected was the tracking of campaigns with integration through third-party partner networks that use tools like img pixel with back-up cookies.

Eugene Shevanov

Head of Integration & Tracking, Admitad

ConvertSocial: Business as usual with user safety first.

As we do not use advertising cookies, this will not have an impact on ConvertSocial clients. Still, it is of the utmost importance to us to maintain our user safety and we will continue to monitor all changes regarding the monetisation of social networks and respond quickly to any market changes that may affect bloggers and influencers.

Ksana Liapkova

Head of ConvertSocial

Finding a sensible solution for both brands and users

As the market evolves, technology must also. The current tracking methods used by Mitgo businesses rely on first-party cookies and cookieless methods. This means that the new mechanics of Firefox’s Total Cookies Protection will not affect the bulk of our campaigns.

Whilst third-party tracking methods are quite popular in emerging markets such as India and LATAM, Chrome accounts for 90% of the traffic there and still allows third-party cookies.

Moreover, third-party tracking is only implemented in cases where advertisers and agencies in these emerging regions are not ready to set up the transfer of dynamic values ​​(clickid or userid) between the advertiser and the affiliate network. In these cases, the Admitad team tracks actions using additional mechanics such as backup cookies – the exact mechanics that Firefox and Safari’s current third-party tracking restrictions affect.

Safari and Firefox began implementing restrictions in 2022. Since then, the Indian and LATAM markets have learned lessons when working with legacy tracking. In many cases, third-party cookies are already deliberately guided by Chrome tracking indicators and client-side analytics tools.

Interested in learning more about this and other relevant issues to your business?

Come join us at OMR23 in Hamburg and meet our experts in person. To schedule a meeting or attend our booth party, please contact us via this form, or simply click on ‘attending the event’ via LinkedIn. 

See you in Hamburg!