Browser Privacy Overview

Site visitors are more concerned about their privacy and security than ever before. As a result and in response, Web browsers and browser extensions continue to evolve to better control what can and cannot occur on a given site as well as across sites.

Most of these changes aim to mitigate the invasive nature of the advertising technology, or adtech, industry. Monetate isn't an adtech firm nor is it intent on tracking visitors across sites. Instead, Monetate integrates with clients to deliver personalized Web experiences for their customers. Most browser security features shouldn't affect Monetate's functionality, and the company is committed to integrity and client safety.

Monetate's core functionality has no need for cross-party or cross-site functionality, with a few edge cases. While it does rely on persistence of some data at the browser level, that reliance shouldn't pose any issues because local storage of data continues a standard feature of mainstream browsers for the foreseeable future. Furthermore, because Monetate operates with first-party storage, any changes to third-party storage has no adverse affect.

Monetate and Cross-Site Cookies

All cookies have an owner, which is domain-specified within the cookie settings. A third-party cookie is a cookie set by, and on, a domain that isn't the domain that appears in the browser address bar. A first-party cookie is set by, and on, the same domain that appears in the browser address bar.

The use of cross-site cookies is being phased out, and short-term adjustments have been made to account for any issues introduced by Google Chrome's same-site cookie requirement. Nevertheless, the following areas of Monetate may be affected due to historical use of cross-site (third-party) cookies:

  • The Monetate user interface at
  • Experience previews
  • Action Builder, Event Builder, and Target Builder

Clients using the Monetate tag–based integration might also experience some impact to certain components:

  • Monetate ID cookies (mt.v)
  • Monetate tag script references
  • Specific cookie- or storage-related actions and WHO targets

This impact is due to using a tag that references a third-party script (from the perspective of the client domain) and from certain limitations on third-party and quasi-first–party cookies that specifically can alter cookie expiration and, consequently, affect Monetate analytics and certain multisession targeting capabilities.

Monitoring and Mitigation Efforts

Monetate continually changes to accommodate the ever-evolving Web landscape. Most of these changes involve the elimination of third-party cookies for certain functionality, tighter integrations with clients (for example, server-side integrations, CDN proxying), and increasingly conservative use of certain browser features.

Monetate's server-side option and advanced tag-based integrations using CDN proxying can circumvent most browser settings. Contact your dedicated Customer Success Manager (CSM) for more information.

It actively monitors browser announcements and browser usage to prioritize any developments that ensure the Monetate platform and its clients experience little to no impact.

Contact your dedicated Customer Success Manager if you have specific questions.