From Third-Party to First-Party: Measuring and Protecting Against Modern Web Tracking Mechanisms (opens in new tab)

Web user tracking has always been a cat-and-mouse game between privacy-conscious users and trackers. Recently, this conflict has driven a shift from third-party tracking toward first-party tracking (FPT) and server-side tracking (SST). By relocating tracking logic to the browser's first-party context or the website's backend, these mechanisms obscure data flows and render traditional client-side detection tools increasingly ineffective. Despite ...