Making it Make Sense

While there’s a lot of buzz and concern around what Intelligent Tracking Prevention (ITP) does, Bidtellect sees it as a positive development for advertisers and, if anything, views it as Apple fixing what we believe to have been a loophole in their Safari browser. For starters, here’s what you should know:

  • Apple’s newest version of Safari now includes Intelligent Tracking Prevention
  • This only impacts web, not in-app inventory.
  • This is designed to block advertisers’ ability to trick browsers into treating a third party cookie as a first party cookie, allowing them to treat the data as their own.
    • This means that publishers, third-party tracking providers and even ad tech companies can self-servingly use a click to set a cookie on the user before they even reach the landing page of the ad they clicked on. This information can be used to track users cross-site, letting them know that you’re interested in tennis sneakers and coffee tables, as you surf the internet. This is used to later retarget you based on your interests.
    • The window within which advertisers can now use this to collect information is limited to just 24 hours, with this release.
    • Additionally, after 30 days website data and cookies are purged, as is any new data.

What this means for Bidtellect?

Engagement Codes

  • These are placed on a site to track a single user across a single session.
  • Metrics that are collected include time on site and bounce rate
  • Engagement Codes will remain largely unaffected as, typically, a user session lasts until 30 minutes of inactivity have elapsed.
  • Most importantly, this is placed by a client on their own landing page. This means this information is first party and collected on behalf of the content owners. This information is never used outside of an advertisers’ campaigns.

Conversion Codes

  • These are placed on a site to track conversions, based on impressions or clicks.
  • Bidtellect’s maximum retention window for conversions is 30 days.
  • Conversion codes are placed by a client on their own landing page. This does not act as a cookie and is only intended to notify our nDSP of conversion events. This information is never used outside of an advertisers’ campaigns.

Retargeting Codes

  • We currently work with advertisers to place our retargeting pixels directly on client landing pages. This means that it is a first party cookie and unaffected by this release.
  • We do not allow for retargeting pixels or first party DMP pixels to be placed on click events
  • Additionally, Bidtellect cookies have a retention window of 30 days. This information is never used outside of an advertisers campaigns.

Bidtellect’s Use of Pixels

Data collected by Bidtellect on behalf of our advertisers, whether it be an engagement code, a conversion code, or a retargeting code, is never used for any purposes other than that particular advertisers campaigns. The engagement codes record single sessions in order to provide clients detailed metrics about their campaigns. Conversion codes are used to tie impression and click events back to conversion events. Retargeting codes are built on behalf of the advertiser in order to empower them to retarget users who have visited their site. This information is all encrypted and only identifiable to the appropriate advertiser.

First and Third Party Data Providers

First party data collected on a client’s own landing page remains unaffected. In Safari, first party trackers placed on impression and click events will only collect data for a 24 hour window. 

Know Your Numbers!

For 2017, in the US alone, Safari had:

  • 12% of the total Desktop browser market share
  • 51% of the total Mobile browser market share
  • 70% of the total Tablet browser market share

Source: Statcounter

In December of 2017, Bidtellect delivered:

  • 51% of its total impressions on Desktop
    • 14% of these impressions were served on Safari
  • 39% of its total impressions on Mobile
    • 36% of these impressions were served on Safari
  • 10% of its total impressions on Tablet
    • 57% of these impressions were served on Safari