Tracking Prevention

Tracking Prevention is a comprehensive privacy feature that operates across multiple levels to protect users from online tracking. At the publisher level, Tracking Prevention gives publishers the ability to block and remove trackers that DSPs have integrated into creatives by removing specific VAST nodes from ads before delivery, with any remaining tracking events anonymised through masking services.

How it works:

• Detect: The publisher’s system scans an incoming ad creative for any tracking technologies integrated by the DSP.
• Remove: The system automatically blocks and removes the tracker by excising its specific code node (e.g., a VAST tracking event) from the ad before it reaches the user.
• Anonymise: Any remaining, unavoidable tracking events are stripped of personal identifiers and anonymised using a masking service.
• Deliver: The now-clean, privacy-safe ad is delivered to the user, having been neutralised of its tracking capabilities.

Explore the Topic Further:

IAB Europe – Ad Blocker Detection Guidance