![]() ![]() ![]() To start, we should level-set on how cookies have been used in the digital advertising ecosystem. ![]() To help minimize this disruption, IAB Tech Lab and its Identity Standards Working Group developed the following short-term mitigation options for the industry to consider, along with thoughts on longer-term mitigation. It will also negatively impact consumers, as ads will be less relevant and publishers may struggle to provide content and services. This will be highly disruptive to buyers, sellers, and technology platforms, given the role third-party cookies play in audience addressability, segmentation (and thus targeting and personalization), and measurement. Safari will now block sending cookies to third parties determined to be “trackers”. With its most recent Safari browser release for iOS and MacOS, Apple introduced “Intelligent Tracking Prevention”, which immediately and significantly reduces the value of ad impression opportunities in Safari mobile/desktop browser and in-app webview environments.
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