What happens to the Invoca Tag when the ad blocker is on?

[InvocaKnowledge]

Applies To

Customers may find that some ad blockers keep the Invoca tag from running and capturing the dynamic marketing data attribution. 

Answer

Ad Blocker Functionality and Impact on Invoca:
Ad blockers operate in two main ways to combat intrusive ads - blocking communication to ad servers and removing designated ad elements. Consequently, if Invoca's domain is erroneously identified as an ad/tracking server by an ad blocker's pre-made filters, the blocker will consistently block its connections. This expected behavior may hinder Invoca's functioning, affecting the seamless experience it aims to provide.

Lack of Control over Cookie Classification:
Despite Invoca's best efforts, it cannot dictate how independent third parties classify its cookies. While Invoca is a first-party tracking cookie, it differs from third-party tracking cookies and is subject to distinct restrictions. Unfortunately, certain ad blockers may inaccurately identify Invoca as a third-party cookie, leading to potential disruptions in functionality.

Challenges in Managing Ad Blockers:
As the number of ad blockers continues to grow, it becomes increasingly challenging for Invoca to maintain an up-to-date list of every ad blocker that may misclassify its cookies. The dynamic nature of this situation means that cookie classification can change unexpectedly, and Invoca has limited control over such developments.
 

Additional Information

First-Party vs. Third-Party Cookies and Browser Implications:
The distinction between first and third-party cookies holds significant implications, particularly in light of recent changes in browser tracking policies. First-party cookies originate from the website a user directly visits, while third-party cookies come from external domains embedded within that website. The implications for marketers are explored in detail in the article, "What the Death of Browser Tracking Cookies Means for Marketers - Part 1" .