Honoring accessibility in the age of privacy-first browsing

In recent years, innovations in technology have reshaped the way consumers interact with the internet, particularly using web browsers. From AI-powered search results to advanced machine learning algorithms, our online experiences continue to evolve.

In particular, the introduction of privacy browsers has paved the way for privacy-first browsing. Designed to remove cookies stored on a device and prevent tracking from third-parties, these browsers are highly attractive in their ability to safeguard personal data. Examples of these privacy enhancing technologies include Safari’s Intelligent Tracking Prevention (ITP), Firefox’s Enhanced Tracking Protection, and DuckDuckGo’s Private Browser.

However, one significant drawback of privacy browsers is that the cookies they remove can also include those that store accessibility preferences.

From text-to-speech prompts on websites to coloration changes for the visually impaired, these features are crucial in providing an accessible user experience for consumers, and empower individuals with disabilities to navigate the web with ease and independence.

Example of accessible browsing using high-contrast coloration for those with visual impairments. Source: https://RNIB.org.uk  

The removal of accessibility cookies can therefore inadvertently hinder the user experience for those who rely on these features, forcing them to reset their preferences each time they visit a site and creating unwanted friction.

So what can businesses do to ensure that accessibility preferences are preserved, even when dealing with privacy-first browsing technologies?

What does privacy-first browsing look like?

Privacy-first browsing prioritizes the protection of user data and personal information to offer a seamless browsing experience that doesn’t encroach on privacy.

An example of privacy browsing technology includes Safari’s Intelligent Tracking Prevention (ITP), a feature developed by Apple to provide users with a privacy focused online experience.

The way that privacy browsers work is by limiting the ability of websites to track users across the web using cookies or similar tracking technologies. Some key features of privacy browsers include:

• Cookie management: Privacy browsers restrict the use of third-party cookies, which are often used by advertisers to track user behavior across websites.
• Tracking prevention: Tracking scripts and technologies that attempt to follow users across multiple sites are blocked.
• Periodic cleaning: Some privacy browsers automatically clear cookies and other data at regular intervals, ensuring that tracking cookies do not persist over time.

For users wishing to protect their privacy when browsing the web, privacy browsers offer a highly appealing means of safeguarding user data. However, this can sometimes compromise other essential features, such as accessibility preferences.

The need for accessible user experiences

Accessibility and inclusion are far more than just buzzwords when it comes to user experience. Ensuring an inclusive experience for all users is vital in fostering positive audience interactions, and increasing brand reputation.

Not only this, but in delivering an accessible user experience, you are enabling the independence of users with disabilities, allowing them to navigate the web with confidence.

Technologies such as ITP and other privacy browsers pose a significant blocker to an inclusive online environment by removing cookies that indicate accessibility preferences. This can provoke frustrations from users who rely on these settings, as they may be forced to reconfigure their accessibility preferences each time they visit a site.

Consequently, the very tools designed to protect user privacy can inadvertently create barriers for those who depend on accessibility features, highlighting the need for a balanced approach that respects both privacy and inclusivity.

How to honor accessibility preferences

There are a number of ways that ITP and other privacy browser settings can be tackled to ensure accessibility features are honored, whilst still respecting user privacy.

1. Collecting first-party data: Encourage users to create profiles where their accessibility settings can be saved. This way, preferences are tied to the user account rather than the device or browser, making them immune to cookie deletion.
2. Utilizing Consent and Preference Management: Implement a consent management solution to obtain explicit consent from users to store their accessibility preferences. This approach ensures compliance with privacy regulations whilst maintaining necessary functionality.
3. Considering a shift to server-side tracking: Implement server-side tracking to monitor user interactions directly on your server, therefore mitigating the impact of cookie deletion by privacy browsers.

Keeping cookies alive

While the above methods can be effective in addressing ITP and other privacy browser settings, organizations can also leverage Cassie’s Identity Service to regenerate cookies, thereby enhancing attribution efforts.

Not only are cookies essential for identifying accessibility needs, but they also pose a significant role for audience engagement and personalization.

For marketers, cookies and other tracking technologies are essential in delivering personalized experiences to website visitors, as well as accurately attributing website traffic to make more data-driven decisions.

With Cassie’s Identity Service, cookies can be kept alive even when privacy browsers and ITP work to remove them, leading to improved attribution and the preservation of accessibility preferences.

Final thoughts

Whilst privacy-enhancing browser features offer an array of benefits to consumers, their hindrance on accessibility cannot be overlooked. By implementing thoughtful strategies, businesses can ensure an inclusive and user-friendly web experience. It is therefore crucial for organizations to find a balance that respects both privacy and accessibility needs, empowering all users to navigate the web with ease and confidence.