Tracking

Or are they mixing in prospecting views to lower the CPM?

Most advertisers agree that retargeting, which allows you to get past visitors or cart abandoners to see relevant ads based on their previous visit to your site, help their business performance.

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The 12.2 version of the Safari browser which is expected to be released end of May will include a new ITP (Intelligent Tracking Prevention) update. Apple’s aim is to protect user privacy, but the Cupertino firm is also clearly taking aim at Google and Facebook whose businesses rely on data collection. Putting Google and Facebook aside, this release is making digital performance measurement much harder for everyone.

 

What is the real impact of ITP and more importantly, what solutions have you got?

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Display campaigns are probably the most difficult of online channels to assess. The reason being that most of their impact resides with a user seeing and hopefully remembering an ad, rather than clicking on it. The industry average click through rate for display ads is 0.08%: of 10,000 banner views, only 8 will generate a click and a visit to the site (and some of these clicks are accidental but that’s another topic).

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