Nowadays 3rd party cookie does not work for ~40% of the traffic New campaign strategies are required to adapt to the current situation There is a need for new solutions, which will maintain the balance between privacy and personalised experience As predicted a year ago, another browser implemented ITP alike functionalities (Firefox). It is a matter of time until other browsers implement more restrictions around 3rd party cookies. It is also important to account that tools like “ghostery” or “adblocker” are gaining popularity with time.

1. Digital Marketing
landscape in a world
without 3rd party cookies

2. Agenda
How it used to work?
How Apple’s ITP is affecting the
ecosystem?
How much of the traffic is ITP?
How to measure?
What to do?

3. How it used to work
Market
place
Prospect Website experience
Prospect leaves
the site
PROFIT

4. Targeting based on 3rd party cookies
Whatever and whenever you have done (where associated with a cookie), I
have access to that information and I can interact with you (as long you are
recognised by that cookie).

5. Sept 2017 ITP 1.0 was released
ITP significantly affected 3rd party cookies usage.
It introduced a 24h window, when 3rd party cookie values can be shared across different domains.
Visitor Tagged with
3rd party cookie
Publisher A
Publisher B
The same cookie value, allows a user to be
recognised across different websites
24h window

6. Sept 2018 ITP 2.0 was released
ITP significantly affected 3rd party cookies usage as it removed the 24h window.
Visitor Tagged with
3rd party cookie
Publisher A
Publisher B

7. How ITP traffic was growing since 2017
At the moment, more than 30% of traffic (and conversions) occur on ITP compliant browsers (either
ITP: 1.0, 1.1 or 2.0).
Non ITP browsers ITP browsers
Example data from an Australian
e-commerce business.

8. ITP 2.0 growth since release in Sept 2018
As of October 2018, 1 month since iOS 12 was released, ITP 2.0 traffic reached ~50% of all ITP
traffic.

9. How am I affected?

10. How does it work today?
User visited
different domains
Ads servers sees
this person as 2
different users.

11. How does it work today? (Since 2012)
In many scenarios (e.g. when the user has not visited a domain before), 3rd party cookies won’t be set at all.
This feature was introduced around 2012.

12. What to do?
Absence of a 3rd party cookie may be a larger change for our industry than Uber’s appearance for Taxi
drivers.
STEP 1
Update your campaigns:
- Prepare dedicated campaigns for Safari
- With disabled frequency capping - its not going to work anyway
- With different targeting option which does not use cookies (i.e no remarketing or audience
targeting)

13. What to do?
As predicted a year ago, another browser implemented ITP alike functionalities (Firefox).
It is a matter of time until other browsers implement more restrictions around 3rd party cookies.
It is also important to account that tools like “ghostery” or “adblocker” are gaining popularity with time.
Develop a way to recognise
your visitors on your
website. Drive projects
which will maximise number
of “logged in users”
Build your own 1st party audience (which can be
recognised by commonly used identificator):
- Email
- Phone number
- Profile id
STEP 2

14. What to do?
Observe “walled gardens” with good 1st party data sources (Google, Facebook, Linkedin, Amazon,
Publishers).
Find ways to match your ids with “their” ids in an anonymous way (ensuring PII is not passed).
Maintain high standards in data encryption and privacy.

15. What’s on the horizon?

16. Summary

17. Summary
● Nowadays 3rd party cookie does not work for ~40% of the traffic
● New campaign strategies are required to adapt to the current situation
● There is a need for new solutions, which will maintain the balance between
privacy and personalised experience