24 Oct '17, 1pm

What Apple's Intelligent Tracking Prevention Means for Advertisers

In September 2017, Apple announced updates to Safari that impact the use of cookies used to track users across different websites. The updates will have varying levels of impact for the industry, affecting advertisers, publishers and ad networks alike. Given that the cookie has long been one of the primary methods employed by marketers to track conversions and retarget users, advertisers are understandably concerned about what it means for them as users of programmatic tools. Historically, Safari browsers would block third-party cookies placed by domains other than the domain of the URL to which the user browsed. For example, if a user loaded ESPN.com, Safari would only allow ESPN to cookie the user – any other tags placed on ESPN’s webpage, like a third-party measurement company, would not work for tracking purposes. Cookies placed on advertisements, however, were not beh...

Full article: https://www.searchenginejournal.com/apple-intelligent-tra...

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