Google and Facebook have already moved their tracking technologies beyond frontend network calls due to a rise in browser-level blocking (browser security policies, international regulations, AdBlock, PiHole, etc). The next generation of tracking tech relies on the backend transfer of data between a website and the ad platform, which is invisible to your own network.
It also shifts the story from "Google and Facebook nonconsensually tracking your every digital move through websites and applications" as described in the article into "websites and applications actively transmitting customer data to Google and Facebook." The websites and applications are no longer passive partners, and they assume the responsibility of managing user consent.
Google and Facebook have already moved their tracking technologies beyond frontend network calls due to a rise in browser-level blocking (browser security policies, international regulations, AdBlock, PiHole, etc). The next generation of tracking tech relies on the backend transfer of data between a website and the ad platform, which is invisible to your own network.
It also shifts the story from "Google and Facebook nonconsensually tracking your every digital move through websites and applications" as described in the article into "websites and applications actively transmitting customer data to Google and Facebook." The websites and applications are no longer passive partners, and they assume the responsibility of managing user consent.