Driven by increased government regulation and consumer demands around data privacy, web browsers have started to implement features that upend tried-and-true digital media tracking and targeting. Methods employed by advertisers for years are no longer what they once were, and some marketers have already begun seeing impact on their campaign measurement and site analytics data.
This POV will bring readers up to speed on how Safari’s Intelligent Tracking Prevention (ITP) protocol has evolved, as Apple engages in a game of oneupmanship with publishers and ad tech companies. It will also detail best practices offered by Google and Facebook to mitigate data loss, and outline benefits as well as concerns around these choices. By the end, marketers will understand enough to realize the day to confront the inevitability of buying digital media absent of cookies is today.