In late 2017, Apple released iOS 11, which included the new Intelligent Tracking Prevention (ITP) feature for Safari. Then, in 2018, Apple announced an update to ITP, further limiting how advertisers can track browsing data using cookies. This is great for consumer privacy, but how will Apple’s latest changes impact your advertising campaigns?
Quick Tips for Advertisers
As any digital media buyer will tell you, data on the websites people visit and how they behave on different sites is critical to building a long-term successful campaign. Fortunately, we’re one step ahead to ensure your campaigns stay on track.
- If you’re seeing campaign conversions drop and you suspect it might be due to ITP, do an analysis comparing data from your CRM or other marketing management tools to see if it follows a similar trend. While data between platforms will never match 100%, it often follows similar trends.
- If you are using legacy DCM iframe or image pixels to track conversions on your site, then you need to replace them with a GTM container tag — unless you have already implemented the pixels via GTM, in which case you are all set. When implementing pixels via GTM, iframe and image DCM pixels are automatically converted into ITP-compliant global site tags, so you will be able to continue tracking conversions coming in from Safari browsers.
- Google recently implemented global site tags, which are ITP-compliant and streamline website tagging for all Google products. If you are using a tag manager other than GTM, you need to implement global site tags to continue to send website conversion data to platforms like AdWords and Google Analytics. Otherwise, you may see a drop in your conversion data moving forward.
- Take advantage of the growth of in-app traffic and expand your media strategy beyond the browser to limit your exposure to ITP. And if your brand has an app, make sure you are maximizing downloads with the latest strategies.
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