Intelligent Tracking Prevention (ITP) was released in 2017. It is Apple’s aim to avoid advertisers from collecting data and user insights for online advertising purposes. ITP blocks the third-party cookies from tracking users in the apple safari browser. As many publishers have trust upon selling their ad inventory via programmatic advertising, Apple ITP has brought many new tasks and challenges to the ad tech industry which utilizes cookies to personalize ads for users.
How does Safari’s ITP impact publisher’s ad revenue?
Safari is the second most used browser all around the world after Google Chrome and is used by approximately 17% of internet users globally. In past Last year, we concentrated on program CPM rates which discovered that Safari CPM rates can be just about as much as 37% lower than the normal CPM.
Therefore being able to track and target users is now more advantageous to advertisers but it is also beneficial to users. This is because a personalized ad experience makes the user experience better and 71% of users actually want ads that are relevant to their interests.
How can web publishers monetize Safari traffic?
Demand-side platform targeting, and third-party cookies have now become normal to ad personalization from the past years.
The Primary party data is the information that publishers collect directly themselves from their website audience which includes context, searches, and general onsite behavior. This data can be collected through a number of sources such as analytics, CRMs, and email newsletters.
This data will give you important insights and allows you to create profiles to personalize the user experience. First-party data also provides publishers the tools to upgrade new products and services that users will have importance for and will pay for.
Introduce a paywall model
Recently many well-known and large publishers Like New York Times In recent have started using the paywall model which means that users pay for a membership and can gain unlimited access. For most digital publishers, a paid subscription model is easier as it requires significant first-party data to gain a thorough understanding of audience needs, habits, and levels of loyalty for most digital publishers.
There are three main types of paywalls:
* Soft paywall: this Audience can have the access to a limited amount of content within a certain time period before hitting a paywall.
* Hard paywall: The audience will have to must pay for a subscription in order to consume the content. In this, the visitors can usually only have access to the homepage and the main hub pages.
* Freemium paywalls: The audience will have the access to certain content for free while other content is premium and is hidden behind a paywall.
Paywalls can be extremely effective and efficient particularly if the strategy is led by first-party data which able the publishers to curate content which they know has been successful.
Focusing on selling inventory through direct deals or PMPs
The introduction of ITP has resulted in advertisers to spending being shifted back to direct deals and PMPs.
PMPs and direct deals are very beneficial to advertisers and publishers as they provide complete control and transparency over what kind of inventory is being sold.
CONCLUSION
The digital advertising ecosystem is simultaneously heading towards a cookie-less future. Therefore more and more web browsers, such as Mozilla Firefox and Chrome are continuing to tighten up their privacy controls for users meaning that now is the time to start looking into other solutions that are less reliant on third-party data. For further information signup on Mahimeta.com