As technology continues to disrupt the market landscape, companies are finding new ways to leverage third-party services and interactions to drive user engagement and revenue. Safari, Apple’s web browser, has taken a strong stance on third-party interactions, aiming to protect its users’ privacy while preserving their experience.
This article will discuss the changes Safari has adopted and the implications they will have on web browsing, particularly in the area of marketing.
What Changes Has Safari Made?
A few years ago, Safari began restricting third-party cookies, or small pieces of code that can be used to track user activity and interests. Recently, the browser has taken additional steps, introducing Intelligent Tracking Prevention (ITP) and Intelligent Tracking Prevention, version 2 (ITP 2.0).
The purpose of these tools is to provide a more secure and private browsing experience for users by preventing third-party websites from tracking users’ activities across the web.
ITP works to reduce the lifespan of first-party cookies (cookies created by the website on which users are browsing) and limit the amount of data third-parties are able to collect. It also prevents sites from tracking users’ visits to different websites.
ITP 2.0 further limits the ability of third-party websites to learn which pages a user visits, making it more difficult for them to build profiles of users without their consent.
Implications on Marketing
While these changes are beneficial for users in terms of privacy and security, they can have a negative impact on marketers.
• Marketers will no longer be able to track users and their preferences as easily, making it more difficult to serve relevant ads and content.
• It will become more difficult to use first-party cookies to track user activity, as their lifespan is shortened by ITP.
• Third-party websites will no longer be able to use cookies to track users and build detailed profiles.
• Marketers will need to focus on first-party data, as they will no longer be able to rely on third-party data to access insights into user behavior.
• It may be difficult to serve users relevant ads and content, as it will be more difficult to track their interests and preferences.
Conclusion
Safari’s decision to restrict third-party interactions has the potential to reshape the way marketers approach their campaigns. Marketers will need to focus on first-party data and adjust their strategies to account for the reduced ability to track user activity and preferences. While this may be challenging, it is also an opportunity for marketers to explore new ways to engage with their users and create more meaningful experiences.
