AddThis disappears: the end of an era for social sharing and third-party cookies?

The curtain has fallen on AddThis, the well-known social bookmarking service that allowed users to integrate share buttons and tracking tools into web pages. This marks the end of an era of sharing for webmasters, community managers, and all internet users who relied on this widget to share content across various social networks. But for advertisers, the demise of AddThis also likely signals the impending demise of third -party data.

Let's explore the fascinating story of AddThis, its darker side marked by data collection, and its closure, which spelled the end for third-party cookie-based models. Finally, let's consider the post-AddThis era, the opportunities it presents for competitors, and the future of the profession, which will have to adapt.

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AddThis: The Rise and Fall*

* The rise and fall of AddThis, a major player in Martech / Adtech.

AddThis: The Beginnings, The Success Story

But this is only the tip of the AddThis iceberg. The web market is dominated by online advertising. And the holy grail for advertisers is being able to track "anonymous visitors," those who are not logged in, who refuse cookies, and who leave no trace of their visit.

And AddThis has a miracle solution for advertisers and their partners looking to collect data: " canvas fingerprinting ".

AddThis and canvas fingerprinting

This digital fingerprint can be used to track users across different websites, even if they block cookies or use privacy settings. Because each device and browser produces a unique digital fingerprint, this technique allows advertisers and businesses to profile users and track their online behavior more precisely.

In 2012, Nicola Hughes, a journalist at the Guardian, presented Addthis as the 7th largest company in the field of "Data Trackers".

In 2014, caught red-handed after the publication of an article on Propublica and Mashable , the director of AddThis confirmed the use of canvas fingerprinting, " an online tracking device that is virtually impossible to block ."

" The director of AddThis revealed that he developed this technology, currently still in the testing phase, to find replacements for the classic and increasingly ineffective cookies. But this experiment could soon end, according to him: canvas fingerprinting does not allow for sufficiently unique identification of the internet user. "

source: Le Monde: advertising-a-new-technique-to-track-internet users

An interesting little anecdote: after these revelations, the people in charge of the YouPorn site, no doubt very concerned about protecting the privacy of their visitors 😆, contacted the editors of Mashable to indicate that they were " completely removing Addthis technology from their site".

Having overcome this minor media hiccup, AddThis continued its efforts to grow.

AddThis: the acquisition by Oracle

The end of the reign of third-party cookies and third-party data?

But here's the thing: while they were booming in 2016, third-party data has lost momentum and is steadily declining. But what happened?
What precipitated the end of this tool, which was so popular and so promising for Oracle?

Here are the events that, in my opinion, precipitated the accident, the fall of AddThis, and which probably mark the gradual end of the legal and technical possibilities of exploiting third-party dataFor all accidents, the causes are rarely singular; they are multifactorial and chained together until they produce the inevitable. These will be fatal for AddThis.

2017	Apple is deploying Intelligent Tracking Prevention (ITP) in its Safari browser to restrict user tracking using cookies.
May 25, 2018	Arrival of GDPR, the General Data Protection Regulation which governs the use of data for individuals within the European Union.
January 1, 2020	Entry into force of the CCAC (California Consumer Privacy Act), the first data protection law in the United States.
January 2020	Google announces the end of third-party cookies in 2 years for its Chrome browser (i.e., in 2022).
April 2021	Apple is rolling out iOS 14.5 and App Tracking Transparency, which gives users the ability to restrict tracking by disabling access to the IDFA (Identifier for Advertisers)
January 1, 2023	The California Privacy Rights Act (CPRA) modifies and expands the rights of the CCPA
July 2023	Google launches " privacy sandbox » for its Chrome browser

 
In the end, with on the one hand the legal context and various laws that are becoming stricter by increasingly regulating and protecting the privacy of internet users; and on the other hand the technological context and its various players (Apple, Google, Mozilla…) who block the use of third-party cookies on their browsers, it is becoming increasingly complicated for AddThis which seems to be lacking commercial outlets.

Oracle ends the adventure

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What next steps should be taken?

Well, that's a good question, one that all the players and pawns in this great game of strategy are asking themselves.
As you have understood, depending on who you are (a user or an AdTech player) and depending on your interests in AddThis technology, you may be able to find alternative solutions.

Social bookmarking: what are the solutions for sharing?

If you were primarily an AddThis user, interested in its social sharing or social bookmarking features, then several alternatives are available to you. These alternatives could allow you to maintain a dynamic social interaction.

• ShareThis A similar platform offering social sharing buttons and analytics features.
• Social Warfare A WordPress plugin for customizable share buttons and advanced features.
• Shareaholic : Offers share buttons, tracking tools and other features such as content recommendation.
• AddToAny : Allows you to add social sharing buttons to your website with customization options.
• Sumo : A suite of online marketing tools including social sharing and personalization features.

In short, there are solutions to continue social sharing, and that's a good thing.
But will these solutions last over time or will they collapse due to a lack of market opportunities?
It's impossible to say. But we can bet that their founders are looking for solutions to avoid suffering the same fate as AddThis.

Third-party cookies: alternatives to explore ?

Overall, for advertisers and Adtech players who directly or indirectly use third-party cookies, there are several alternatives, which are widely used for the targeting online advertiser.
But be aware of the legal framework for their use ⚠️!
In France, it is recalled here by the CNIL.

• Device Fingerprints
  Device fingerprints are based on a device's unique characteristics, such as theIP adressScreen resolution, browser settings, etc. These can be used to track users and understand their behavior, even if cookies are disabled…
  Doesn't that remind you of anything? 😀
  Yes, it is a technique based on fingerprinting, here extended to the "device", just like Canvas fingerprinting which focused on the browser.
• First-party cookies
  These cookies are set by the website itself when a user visits it. First-party cookie data is generally less risky in terms of privacy than third-party cookie data.
• Universal IDs
  Universal identifiers are created by combining several pieces of information about a user, such as an email address, phone number, browsing behavior, etc. They are used to track users across different platforms and create more targeted advertisements.
• Mobile Advertising IDs
  These identifiers are unique to each mobile device and allow for user targeting on websites and mobile applications. They are particularly effective for advertising targeting on mobile devices.
• Contextual Targeting
  Contextual targeting involves displaying advertisements based on the content of the web page a user is viewing. This does not require tracking online behavior or personal user data.
• Google's Privacy Sandbox
  The initiative privacy sandbox Google aims to group users based on their interests to enable targeted advertising while preserving privacy.

In conclusion, third-party cookies are declining due to growing privacy concerns. The alternatives discussed here seem credible. However, it is the responsibility of Adtech and Martech players to continue offering safer and more privacy-friendly ways to target users.

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Conclusion

The end of AddThis, the discontinuation of third-party cookies, and the regulation of third-party data use signal a significant shift in the digital marketing and online advertising ecosystem. These developments are largely driven by growing user privacy concerns and stricter data protection regulations, such as the GDPR in Europe and the CCPA in California. Here are some key takeaways from these developments:

1. Refocusing on privacy: The demise of AddThis and the potential reduction in the exploitation of third-party data indicate a growing awareness of the importance of protecting user privacy. Companies are being forced to rethink their data collection and usage strategies to comply with regulations and regain user trust.
2. New targeting approaches: The end of third-party cookies necessitates a reassessment of advertising targeting methods. Companies will need to explore alternatives such as contextual targeting, mobile advertising IDs, and other analytics-based solutions. first part dataThis could lead to more relevant advertising for users, but will also require a better understanding of their behavior and preferences.
3. Opportunities for innovation: Changes in the digital advertising landscape will encourage companies to innovate in tracking, targeting, and analytics technologies. New, more privacy-friendly methods could emerge, leading to more targeted and effective advertising.
4. The importance of transparency: The shift towards more privacy-friendly advertising practices will emphasize transparency. Companies will need to clearly communicate their data collection policies and offer users greater control over their tracking preferences.
5. Impact on publishers: The end of third-party cookies may impact publishers' advertising revenue, as collecting third-party data has been a key way to monetize web traffic. Publishers will need to explore new ways to maximize their revenue, perhaps by placing greater emphasis on subscriptions and first-party data-driven business models.

In short, these developments mark a transition towards a more ethical online advertising landscape, focused on user privacy and engagement . Companies will need to adapt and innovate to remain relevant while respecting users' privacy rights and preferences.

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References

• The Guardian: AddThis (Clearspring): What is it and what does it do?
• Propublica: Meet the Online Tracking Device That is Virtually Impossible to Block
• Mashable: The 'Fingerprinting' Tracking Tool That's Virtually Impossible to Block
• The world : Advertising: A new technique for tracking internet users
• CNIL website: Alternatives to third-party cookies: what are the consequences in terms of consent?

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