{"id":1775,"date":"2017-10-05T16:14:15","date_gmt":"2017-10-05T14:14:15","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/"},"modified":"2017-10-05T16:14:15","modified_gmt":"2017-10-05T14:14:15","slug":"safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/","title":{"rendered":"Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>Here is an essay on Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?.<\/p>\n<p>Be sure to digest the entire article and view the original site<\/p>\n<p>Along with the release of the iPhone 8, Apple\u2019s new operating system, iOS 11 and its browser, Safari 11 on desktop, are causing quite a stir among advertisers and marketers. Not for their new design or ease of use but for their release of \u201cIntelligent Tracking Prevention\u201d \u2014 a feature which would limit website owners\u2019 ability to track users across domains. But what does that mean exactly, and how can marketers best prepare for it? Let\u2019s take a closer look:<\/p>\n<h2>What Does Intelligent Tracking Prevention (ITP) Actually Do?<\/h2>\n<p>In a nutshell, ITP limits the ability for advertisers and site owners to track users across domains. Any websites that load things like scripts or image across domains are classified according to a machine-learning algorithm, and cookies that those sites deposit are essentially sectioned off \u2014 preventing them from tracking the user 24 hours after they first interacted with the site. Why 24 hours? The cookie is stored in the system in case the user wants to user their login information from one domain on a separate service \u2014 for example, logging into a service using your Facebook or Google credentials.<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/10\/tracking-prevention-timeline.png\" alt=\"intelligent tracking prevention cookie timeline\" class=\"alignnone size-full wp-image-34308\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>Once the cookie is partitioned away, it sits there until 30 days have passed. If the user hasn\u2019t interacted with that site any more after 30 days, the cookie is purged. <\/p>\n<h2>What Does This Mean for Advertisers?<\/h2>\n<p>Currently, ITP is only enabled for mobile and desktop versions of Safari. According to Statcounter as of August 2017, Safari holds a little over 20% of the desktop browser market \u2013 but as much as 58% of the iPad tablet market (Android mobile devices do not support Safari). This may not sound like much compared to Firefox or Chrome, but it actually represents millions of users. And, as privacy concerns grow, advertisers and marketers alike can expect this type of technology to spread across all popular browsers and devices. <\/p>\n<p>The question then becomes, what does this actually mean for advertising \u2013 particularly platforms like Google Adwords? <\/p>\n<p>Google has responded to the Intelligence Tracking Prevention initiative by changing how it captures and reports conversions within Adwords. According to Apple\u2019s own recommendations, which recommend \u201cserver-side storage for attribution of ad impressions on your website\u201d and that \u201c[l]ink decoration (padding links with information) [be] used to pass on attribution information in navigations\u201d. <\/p>\n<p>According to Chi Hea Cho, a spokesperson for Google, \u201c[w]e are updating our measurement tools, consistent with Apple\u2019s recommendations for ad attribution, to help our customers continue to accurately measure ad clicks and conversions. These changes are designed to work for all browsers, but are timed to adapt to the new settings Apple is introducing. Our goal is to limit interruptions to our users\u2019 experiences and to preserve our partners\u2019 ability to evaluate their investments in digital advertising. As always, giving users choice and control of their data and how it\u2019s used is a top priority for us.\u201d<\/p>\n<p>To that end, Google has also sent out an email to Adwords users with the following technical details:<\/p>\n<blockquote>\n<p>To help ensure conversions are reported accurately in your AdWords account, we\u2019ll be making three changes, consistent with Apple\u2019s recommendations for ad attribution:<\/p>\n<ol>\n<li>If you have auto-tagging enabled and a Google Analytics tag on your website, we\u2019ll begin to set a new Google Analytics cookie on that site\u2019s domain, which will store information about the ad click that brought a user to your site. If you have linked your AdWords and Google Analytics accounts, the AdWords conversion tracking tag will be able to use that click information.<\/li>\n<li>AdWords will continue to report conversions for users who have recently interacted with Google services and domains.<\/li>\n<li>AdWords will also use statistical modeling to estimate website conversions that could not be measured from Safari, and include them in your AdWords reporting.<\/li>\n<\/ol>\n<\/blockquote>\n<p>To help with these changes, Google Analytics has created a new type of cookie, called _gac which extends Google Analytics tracking to include Adwords conversions. Whenever auto-tagging is enabled, the cookie is used to store ad click details. Right now, the cookie is sent from Googleadservices.com \u2014 which makes it a third-party cookie and one of the types that Apple\u2019s machine learning process would in turn segment and separate.<\/p>\n<p>With _gac, the cookie is instead set on the advertiser\u2019s domain and thereby becomes a first-party cookie \u2014 one that conforms to ITP\u2019s rules and recommendations. That means all the ad data associated with that particular user will continue to be sent across for conversion reporting and attribution. <\/p>\n<p>So if you\u2019ve linked your Adwords and Google Analytics campaigns, as most people have, you won\u2019t see any changes and will continue to record conversion data from Safari users. Those that haven\u2019t will notice that Google records the conversion activity only within that first 24-hour period. <\/p>\n<h2>How Can Marketers Be Prepared?<\/h2>\n<p>The biggest shift that affects reporting and tracking is going to be the migration from third-party to first-party cookies. Still, even first-party cookies aren\u2019t a foolproof solution since no one is truly certain how Safari\u2019s machine learning processes will identify them, and whether or not human ingenuity will work to circumvent these changes and continue to track users as it has in the past. <\/p>\n<p>If you\u2019re working with a vendor that uses its own form of reporting and measurement, ask them what steps they have put into place to mitigate the issues arising from potentially lower data quality from Safari users. It\u2019s important to note that there will likely be shifts and changes in the performance data that\u2019s gathered in the coming weeks and months \u2014 so avoid any rash decisions for the time being until things settle. <\/p>\n<p>Of course, the ever-looming elephant in the room is the issue of how effective campaigns will be now that this type of remarketing has effectively been cut off or severely restricted. What happens when users view products across multiple devices but wait longer than 30 days to purchase? The data you gather in these cases is simply not going to be an accurate reflection of what\u2019s really happening.<\/p>\n<p>AdWeek has joined the fray, expressing their concern to Apple and others about how this change has affected business models and the nature of the internet as a whole. They write:<\/p>\n<blockquote>\n<p>The infrastructure of the modern Internet depends on consistent and generally applicable standards for cookies, so digital companies can innovate to build content, services, and advertising that are personalized for users and remember their visits. Apple\u2019s Safari move breaks those standards and replaces them with an amorphous set of shifting rules that will hurt the user experience and sabotage the economic model for the Internet.<\/p>\n<p>We strongly encourage Apple to rethink its plan to impose its own cookie standards and risk disrupting the valuable digital advertising ecosystem that funds much of today\u2019s digital content and services.<\/p>\n<\/blockquote>\n<p><a target=\"_blank\" href=\"https:\/\/blog.kissmetrics.com\/intelligent-tracking-prevention\/\">View original article here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1775\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1775\" ).width(jQuery( \".scroller_1775\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>Here is an essay on Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?. Be sure to digest the entire article and view the original site Along with the release of the iPhone 8, Apple\u2019s new operating system, iOS 11 and its browser, Safari 11 on desktop, are causing quite a stir &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers? - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers? - test\" \/>\n<meta property=\"og:description\" content=\"Here is an essay on Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?. Be sure to digest the entire article and view the original site Along with the release of the iPhone 8, Apple\u2019s new operating system, iOS 11 and its browser, Safari 11 on desktop, are causing quite a stir &hellip; Continue reading Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?\" \/>\n<meta property=\"og:url\" content=\"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/\" \/>\n<meta property=\"og:site_name\" content=\"test\" \/>\n<meta property=\"article:author\" content=\"ytuuitutut\" \/>\n<meta property=\"article:published_time\" content=\"2017-10-05T14:14:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/10\/tracking-prevention-timeline.png\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:creator\" content=\"@fdsdfsdf\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"nickisosnowski\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers? - test","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/","og_locale":"en_US","og_type":"article","og_title":"Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers? - test","og_description":"Here is an essay on Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?. Be sure to digest the entire article and view the original site Along with the release of the iPhone 8, Apple\u2019s new operating system, iOS 11 and its browser, Safari 11 on desktop, are causing quite a stir &hellip; Continue reading Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?","og_url":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/","og_site_name":"test","article_author":"ytuuitutut","article_published_time":"2017-10-05T14:14:15+00:00","og_image":[{"url":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/10\/tracking-prevention-timeline.png"}],"twitter_card":"summary","twitter_creator":"@fdsdfsdf","twitter_misc":{"Written by":"nickisosnowski","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"http:\/\/147.91.204.66\/wordpress\/#website","url":"http:\/\/147.91.204.66\/wordpress\/","name":"test","description":"test","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/147.91.204.66\/wordpress\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/#primaryimage","inLanguage":"en-US","url":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/10\/tracking-prevention-timeline.png","contentUrl":"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/10\/tracking-prevention-timeline.png"},{"@type":"WebPage","@id":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/#webpage","url":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/","name":"Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers? - test","isPartOf":{"@id":"http:\/\/147.91.204.66\/wordpress\/#website"},"primaryImageOfPage":{"@id":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/#primaryimage"},"datePublished":"2017-10-05T14:14:15+00:00","dateModified":"2017-10-05T14:14:15+00:00","author":{"@id":"http:\/\/147.91.204.66\/wordpress\/#\/schema\/person\/05346933e4e7e1a4b1b7ec131921d054"},"breadcrumb":{"@id":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/"]}]},{"@type":"BreadcrumbList","@id":"http:\/\/147.91.204.66\/wordpress\/safaris-new-intelligent-tracking-prevention-what-does-it-mean-for-marketers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"http:\/\/147.91.204.66\/wordpress\/"},{"@type":"ListItem","position":2,"name":"Safari\u2019s New \u201cIntelligent Tracking Prevention\u201d \u2014 What Does it Mean for Marketers?"}]},{"@type":"Person","@id":"http:\/\/147.91.204.66\/wordpress\/#\/schema\/person\/05346933e4e7e1a4b1b7ec131921d054","name":"nickisosnowski","image":{"@type":"ImageObject","@id":"http:\/\/147.91.204.66\/wordpress\/#personlogo","inLanguage":"en-US","url":"http:\/\/1.gravatar.com\/avatar\/7e3b073a75a374e458fb196d0a70fc13?s=96&d=mm&r=g","contentUrl":"http:\/\/1.gravatar.com\/avatar\/7e3b073a75a374e458fb196d0a70fc13?s=96&d=mm&r=g","caption":"nickisosnowski"},"description":"radio sam svuda","sameAs":["ytuuitutut","https:\/\/twitter.com\/fdsdfsdf"],"url":"http:\/\/147.91.204.66\/wordpress\/author\/nickisosnowski\/"}]}},"_links":{"self":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts\/1775"}],"collection":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/comments?post=1775"}],"version-history":[{"count":0,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/posts\/1775\/revisions"}],"wp:attachment":[{"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/media?parent=1775"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/categories?post=1775"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/147.91.204.66\/wordpress\/wp-json\/wp\/v2\/tags?post=1775"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}