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Dennis Buchheim From IAB: Safari Blocks Cookies to Third Parties or Trackers
Manuela Walfenzao| 4 de octubre de 2017
Buchheim ha trabajado en publicidad digital desde 2002
Dennis Buchheim, SVP & General Manager at IAB Tech Lab, wrote a post at IAB’s website about the introduction of an Intelligent Tracking Prevention into the most recent Safari browser release for iOS and MacOS. “Safari will now block sending cookies to third parties determined to be ‘trackers’. This will be highly disruptive to buyers, sellers, and technology platforms, given the role third-party cookies play in audience addressability, segmentation (and thus targeting and personalization), and measurement” he wrote. Buchheim explained that this new element introduced by Apple into Safari will also negatively impact consumers, as ads will be less relevant and publishers may struggle to provide content and services. In order to help minimize this disruption, IAB Tech Lab and its Identity Standards Working Group developed some short-term mitigation options for the industry to consider, along with thoughts on longer-term mitigation. These short-term mitigation options include: For buyers, for instance, they could develop first-party data strategy by leveraging first-party cookies in combination with ID matching to protect and activate data assets; for publishers, re-prioritize contextual signals to value and price impression opportunities for buyers; for Demand-Side Platforms (DSPs), they could develop first-party data strategy by establishing an ID syncing vendor to activate assets under an ID other than the DSP’s own third-party domain; and for the Publisher side DMPs, leverage both owned first-party cookies and publisher first-party cookies for data storage; among others. Some long-term mitigation options mentioned by Buchheim include: Develop a common, consolidated ID routed through a single domain; and work with browsers on standards for ID similar to advertising IDs (IDFA/AAID) on mobile devices that could be used in place of cookies to identify a consumer endpoint and to replace cookies to mark the user.
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