Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market
by spunker540 on Monday December 09, 2019 @08:32PM
(#21748773)
It's still trivial to target users where browser="safari".
But with Safari's recent changes you can no longer target users on Safari where "non-empty cart"=true, because that relied on cookies and tracking which are no longer available.
On a per-impression basis advertisers are willing to pay (way, way) more if they know they are reaching someone who has already visited their site and been engaged enough to add-to-cart. There are plenty of other examples but abandoned-cart-retargeting is one of the most obvious ways advertisers can see good ROI on expensive ad impressions.
But with Safari's recent changes you can no longer target users on Safari where "non-empty cart"=true, because that relied on cookies and tracking which are no longer available.
On a per-impression basis advertisers are willing to pay (way, way) more if they know they are reaching someone who has already visited their site and been engaged enough to add-to-cart. There are plenty of other examples but abandoned-cart-retargeting is one of the most obvious ways advertisers can see good ROI on expensive ad impressions.