Conversation

The older approach that they took of having sites include a script tag pulling in their third party analytics is not working well for them anymore. They're already getting inaccurate, biased data due to the huge assortment of ad-hoc best effort anti-tracking mechanisms deployed.
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On the other hand, if they do it via their servers and first party code, which they might already do, they are going to get far more accurate and representative data. It can still be 3rd parties providing tracking code / middleware instead of having the browser load from them.
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It's in their interest to do it through the same domain / connections and integrated into how the site works. For example, in Reddit's redesign, and the approach in many overhauled news sites, they made things very dynamic in the client with lots of API calls to the server.
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They get a ton of analytics data simply from the basic operation of the site, inseparable from basic functionality. They can and do also integrate third party analytics into what they serve from their own servers. Trying to identify and block it separately is a losing battle.
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I also fully expect that sites are going to move towards serving obfuscated content requiring complex JavaScript to display anything, probably even with DRM for all the basic content so they can use the terrible laws making it illegal to bypass DRM to forbid blocking the ads, etc
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