Examination of e-commerce data practices

The article explores the flow of advertising identifiers—including cookies, IP addresses, and device data—across e-commerce platforms, emphasizing their role in personalized advertising despite privacy constraints like ITP.
Using a custom Firefox plugin, the author traces how identifiers from major platforms (e.g., Google, Facebook) are shared via third-party services such as Elevar, often appended as cart attributes on pre-checkout pages.
Examples from sites like crocs.com and thewoobles.com illustrate widespread data propagation, while false positives, like misattributed igId identifiers, underscore the need for careful analysis.
The conclusion notes AppLovin's commitment to privacy-compliant data practices.