Last June, the news broke that Apple was going to put obstacles to tracking in its browser. Safari is the default browser on its mobile devices, and the announced modification will be included in the next version, which will be released this fall. The vice president of the Apple company, Craig Federighi, said that the objective was to "provide users with security" against intelligent tracking , preventing trackers from "following" them from site to site.
Apple identified two main types of trackers: advertising trackers, used to serve users ads based on their online activity, and third-party data trackers for any other purpose. In practical terms, Apple was trying to make retargeting and interest-based or behavioral targeting more difficult. The changes to Safari were not aimed at blocking ads, which would continue to bulk sms india normally, but at protecting users’ privacy by eliminating the tracking of their previous browsing data .
As expected, Google has reacted to these Apple plans, which clash with its advertising platform, Google Adwords . In the North American market, Safari manages half of mobile traffic. For Google, Apple intends to excessively reduce the lifespan of cookies, which would harm SEM campaigns by disrupting attribution. In principle, conversions made during the first twenty-four hours after visiting the seller's site by clicking on an ad could only be attributed.
In this regard, Daniel Borrego, General Manager of Súmate Marketing Online (in the photo), tells us that “in the digital environment, collisions between ecosystems are inevitable , especially when it comes to data.” “Given that many of these ecosystems live off of advertising, it is important that the safeguarding of personal information is an objective balanced with the accuracy of the data that advertisers can collect ,” he says.
Intelligent Tracking Prevention ( ITP) is a practice that seeks to combat the abusive retargeting we see every day. It is not its goal to harm attribution, but rather collateral damage to which Google has responded by developing a new cookie designed only for Safari. This cookie attempts to comply with Apple's strict rules on intelligent tracking, but at the same time capture the information necessary to manage AdWords campaigns.
