Spigot Inc learned that Apple is cracking down on ad tracking through Safari in this article from DigiDay. Safari changes are affecting programmatic publishers due to audience targeting.
“Programmatic publishers’ ad rates have taken a hit since Apple updated its Safari browser last month to prevent third parties from tracking users for more than 24 hours after a user visited a website. Although Apple’s move hurts publishers reliant on third-party data that advertisers depend on to target niche audiences at scale, publishers that sell their inventory directly say they aren’t affected by the Safari update.”
“If publishers can make direct connections with their audiences, they can wean themselves off third-party trackers and mitigate the impact of Safari’s update, said an engineer at a business publisher requesting anonymity. But obtaining first-party data from users by getting them to sign up for a new product or fork over login information is a long-term project that might not deliver immediate results.”