Apple’s ITP eliminates cookie-based targeting and closes loopholes.
This article cites a Rubicon Project study stating that ever since Apple introduced Intelligent Tracking Prevention (ITP) for its Safari browser, the prices for ads targeting Safari users dropped 60%. The inability to track users’ web activities has impeded advertisers’ plans of reaching the ones within their target audiences.
Debating the reliance on behavioural cookie-based targeting, the author cites a study which says that publishers serving cookie-enabled ads have seen a mere 4% revenue gain. Arguably, advertisers don’t need behavioural targeting to reach specific segments as the cookie crackdown has revived contextual advertising.
Advertisers must improve the use of their private marketplaces which provide them with access to inventories from specific publishers. They must adapt to limited user tracking and take advantage of the “temporary Safari user firesale”.
[2 minute read]