Ever since Apple first announced the rollout of Intelligent Tracking Prevention (ITP), and subsequently ITP2.0, our industry has demonstrated a heightened level of concern about the limitations of third-party-cookie-based tracking methodologies. While the efficacy of third party cookies has been hindered in the past with such developments of cookie deletion and cookie blocking tools, ITP represented the first time a significant percentage of conversions might be lost overnight.
Last Fall, Safari introduced something called Intelligent Tracking Prevention, or ITP, which created new limits on the effectiveness of third-party advertising tracking using pixel-based methodologies. In the recent Apple Worldwide Developers Conference technology preview, the company announced that it will be implementing a second set of ITP policies, Intelligent Tracking Prevention 2 (or ITP 2). This blog post is intended to:
Regular readers of this blog know that we recommend clients leverage direct, API-based integrations instead of pixel-based tracking wherever possible. While we offer pixel-based tracking of unsurpassed quality and comprehensiveness, we also recognize that over time actions by the leading browsers are slowly impeding the ability of pixel tracking to capture a comprehensive view of marketing programs.
At our company, we like to publish articles and opinion pieces about the key issues facing the partner and affiliate industries. This piece, which ran in Forbes, explains why some marketers are actively exploring and implementing API-based integrations to replace pixel tracking. Here's an excerpt:
Today, the trade journal Martech Today published a byline from our CTO Pete Cheyne entitled, Is Pixel Tracking Dead? In the piece, Pete explains the rise of pixel-based tracking and then outlines some of the challenges that make it increasingly difficult to track using this technology. While companies like ours work very hard to deliver outstanding tracking through pixels, many in marketing are seeking alternatives that take control of data flow away from the browser publishers. Here's a brief except to whet your appetite.