Who Could Be Impacted by ITP Changes?
Mobile campaigns running on Safari browsers will feel the greatest impact as Safari makes up 50% of the mobile browser share. However, the number of mobile web campaigns pales in comparison to those run in-app, meaning the overall impact on conversion reporting will be relatively limited.
Desktop campaigns running on Safari browsers will have few consequences, as Safari’s share on desktop is less than 10%.
Mobile in-app campaigns are not affected by ITP since they do not rely on cookies for user tracking. Since mobile activity for most social media platforms happens in-app, those campaigns won’t be significantly disrupted by the change either.
Catch Up With These Terms to Know
First-Party Cookies – Data owned by the advertiser and collected on its own website. First-party cookies do helpful things, like remember your username and password automatically the next time you log in, but they are also very useful in advertising to build retargeting pools and track conversions that result from ads.
Third-Party Cookies – Data owned and collected by an outside company. An easy way to spot third-party cookies is the domain name doesn’t match the website the user is currently visiting. Third-party data is most commonly used in behavioral targeting campaigns.
Google Tag Manager (GTM) – A tool that allows marketers to add and update website tags from an external platform, rather than editing their website code directly.