Few slides which will help you to understand consequences of updates in recent versions of Safari. The newest versions of Safari has a new feature called intelligent tracking prevention. The concept behind this feature is easy: release users from ‘creepy ads’. How Safari updates are going to make marketers live harder?

1. How Safari updates are
going to make marketers
live harder?

2. iOS 11 &
3rd party cookies
Intro
What is it all about?
So, is my business going to be
affected?
How it is going to impact me as a
marketer?

3. 3
ITP - Intelligent Tracking prevention
The newest versions of Safari has a new feature called intelligent
tracking prevention.
The concept behind this feature is easy: release users from
‘creepy ads’.

4. Digital marketing in less
than 5min
9 slides

5. 5
Intro: Supply and Demand
DEMAND SUPPLY
Digital
Marketplaces
I would like to
promote my brand, I
need a place where
my ads can be
displayed
We have a lot of
content we would like
to monetise. Maybe
we can display some
ads?

6. 6
Intro: Advertisers (Demand)
DEMAND Marketplace
I will create a display
campaign to attract
potential buyers.
To run my campaign I will
use ad tech to find places
where my campaigns can
be displayed.

7. 7
Intro: Publishers (Supply)
SUPPLYMarketplace
Instead of looking for
direct deals with
advertisers I will give my
ad slots to a 3rd party
(e.g. DoubleClick) so they
can connect me easily
with advertisers.

8. 8
Intro: Visitors
SUPPLY
(ads in Market Places)
We have a lot of
content we would like
to monetise it. Maybe
we can display some
ads?
Ad space
Pulling content from
market place
Publisher’s domain
Users / visitors

9. 9
Intro: Wording
Ad space
Pulling content from
market place
Publisher’s domain
Users / visitors
WORDING:
Impression - User saw an ad
but hasn’t clicked
Click - User has clicked an ad.
PAYMENT METHODS
CPM - Cost Per Thousand
(impressions)
CPC - Cost Per Click

10. 10
Intro: Retargeting
DEMAND Marketplace
Some of my visitors almost bought a
product, I would like to have a way to
close a deal with them, I will create
remarketing lists and run additional
campaigns.

11. 11
Retargeting
Demand Side
Prospective Client
Home Page Micro conversion Page
Prospect Leaves
Website in ad-display network
Build the audience segment
Track User via 3rd party
cookie
Display targeted ads when
user enters the ad network
Marketplace

12. 12
Retargeting
Supply side
SUPPLY.com
(Publisher)
Marketplace
(3rd party
cookie)
Retargeting ad

13. 13
Conversion funnel
Media:
Awareness etc
Conversion optimisation:
Remove barriers
Targeting/merchandising:
Engagement etc
Online
Offline or Online
Loss/waste
Loss/waste
Loss/waste
Conversion
Attribution:
Since my users may see my
ads around different places
I would like to know how
these impressions affects
their decisions. Plus I would
like to know how my
marketing channels
cooperate together

14. 14
Attribution
SEM ORGANIC IMPRESSION DIRECT
CONVERSION
Which of these channel
contributed the most?

15. Is my business going to
be affected?

16. 16
Yes you are affected
If your business uses either:
- Retargeting
- Impressions analysis
- DMPs
- Exclusion lists
- Frequency capping

17. So how new Safari
affects me?

18. 18
40% traffic and upto 40% of
revenue
● Some of our clients operating in Australia have more
than 40% iOS traffic (responsible for around 40% of
revenue).
● We expect that in 3 months from release over 50%
iDevices will be updated to iOS

19. 19
Publisher
Ad revenue may fall because:
● Retargeted ads are the ones which are the most profitable clicks for
ads ran as CPC (cost per click) / CPA (cost per acquisition).
● Hence targeting options will be very limited, CPM deals may lose their
value, which means another downside in revenue stream.

20. 20
Advertiser
As an advertiser, you will almost lose
● the ability to retarget people who dropped from the funnel.
● visibility of upper funnel behaviour. If you implemented strategies such
as frequency capping, this may disappear.
Plus, new workarounds requires implementation efforts and they
disturb other solutions.

21. So what is going to
happen with my
retargeting ads?

22. 22
3 variables
> 3
X = subresource under number of unique domains
Y = sub frame under number of unique domains
Z = number of unique domains redirected to
If this condition is not met,
ITP (Intelligent tracking prevention) will not affect
3rd party cookies and domains.

23. 23
Ad Slot
Ad Slot
Cookie
adtech
Cookie
adtech
1st September 2017 12:01 PM
Site C
x.com
< 2nd September 2017 12:01 PM
< 1st OCt September 2017 12:01
PM
24 hr window from 3rd party cookie
creation
30 day window
PublisherB.com
PublisherC.com
3rd Party
Cookie
Partitioned 3rd
Party Cookie
Ad Slot
Ad Slot
Cookie
adtech
Cookie
adtech
PublisherB.com
PublisherC.com
3rd Party
Cookie
3rd Party
Cookie
Same Value
(as on
x.com)
Different
Values
Limited
persistence
User visited a website
“x.com”
That website contains
cookie from adtech (e.g. to
enable retargeting)
Cookie
adtech
When ITP is enabled:

24. 24
Summary
● ITP may become a standard implemented across many
browsers
● Retargeting is significantly limited, there is a need for a
new (technical) solution. Ironically it may be even more
expensive (shorter period of time and higher demand)
● Targeting and display campaigns may become less
effective

25. THANK YOU!