As users demand more transparency, choice and control over the use of their online data, our industry is having to shift to meet these expectations. This demand has resulted in privacy regulation such as GDPR, and browser updates such as ITP/ETP, that have all had an industry-wide impact to marketing.

Read about ITP 2.1

These updates are challenging the way we think about marketing and although the change has been incremental, it shows no signs of slowing down.

Amongst other things, changes have affected:

• Remarketing

• Audience lists

• Identity resolution

• Frequency capping

• Bidding

• Attribution

• View-through conversions

• Click-through conversions

Key areas to consider

When analysing the impact if ITP/ETP it’s important to keep in mind:

Mobile

Because Safari has a higher market share in mobile, the effects of ITP become clearer when isolating mobile traffic for analysis.

Incremental change

Take a look through your historical data to see how each browser update (e.g. ITP 1.0) has affected performance incrementally.

Tactics that rely on 3p cookies

For example, analysing tactics that leverage 3p cookies, such as remarketing, which are more likely to be affected by ITP will better highlight the impact.

To understand how ITP has affected the performance of Safari traffic over time you can:

• Look at reports where Browser is available as a dimension (or create your own Custom Reports)

• Create segments by browser, and browser version (e.g. Safari 12.0).

Has performance changed over time in relation to ITP browser updates?

To understand how ITP is impacting your media buys in Campaign Manager and DV360, look at spend and performance in report builder, adding in the Browser dimension (Browser/Platform in CM), along with delivery and conversion metrics, looking at how these have changed with the introduction of ITP browser changes.