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Black Box Personalization

Neil Black · Powering Personalization through Digital Collection

Neil Black · Powering Personalization through Digital Collection

Demystify how digital metrics are collected.

A page already knows a lot before anything is sent: what the browser can see, which requests it makes, and what a first-party beacon looks like when it arrives. Those same signals can change this page, once you allow it.

Checking this browser…

Diagram of a page: browser signals, the requests it makes, and a first-party endpoint.

Why am I seeing this?

Rules run in this browser. Consent decides whether they change the page.

Checking this browser…

Three places a metric actually lives

01

Browser

User agent, viewport, language, timing, and campaign parameters are already on the page. Reading them is not the same as sending them.

02

Network

Every request the page makes is a row in Resource Timing, including a first-party beacon once you allow one. Third-party hosts would show up beside them.

03

Back end

The beacon arrives at an API route in this app. The server adds the time it received it, a parsed user agent, and any edge headers, then stores the record in the database. A signed-in account can read and delete those rows.

Notes