{"id":25507,"date":"2021-04-01T13:12:18","date_gmt":"2021-04-01T11:12:18","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=25507"},"modified":"2023-07-20T09:57:17","modified_gmt":"2023-07-20T07:57:17","slug":"itp-2-1-why-you-wont-make-your-advertising-targets-but-will-finally-understand-how-cookies-work","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/itp-2-1-why-you-wont-make-your-advertising-targets-but-will-finally-understand-how-cookies-work\/","title":{"rendered":"ITP 2.1: why you won\u2019t make your advertising targets, but will finally understand how cookies work"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tITP 2.1: why you won\u2019t make your advertising targets, but will finally understand how cookies work\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tSanne Huldalgaard\t\t
\n\t\tManaging Director\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t1 April 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tI actually believe you will not make the targets for your online ads this year, and I\u2019m not just saying it for the clicks. This is not your fault, or the developer\u2019s fault, or the social or SEA consultant\u2019s fault, or the creative\u2019s fault. You can blame Apple, but don\u2019t be too quick to judge. Last February, Apple introduced version 2.1 of their so-called Intelligent Tracking Prevention (ITP) causing major impact on a number of fields: A\/B testing, analytics, affiliate marketing, conversion tracking and most importantly remarketing. The short version is, as you can read in more detail in\u00a0various<\/a>\u00a0places<\/a>: you won\u2019t be able to target Safari users after seven days. The long version takes us back to the internet in the \u201890s and makes you rethink the results of your online ad spend.\t<\/h2>\n\n\n\t\tWhat\u2019s a cookie anyway?\t<\/h2>\n\n\n\t\tWhy the \u201890s you say? Well, that\u2019s the dawn of the era of the cookie, that little piece of technology living in your browser that you know and hate from those annoying pop-ups. To understand why Apple \u2014 and Firefox alongside them \u2014 are trying to, intelligently, block cookies from tracking you, we first have to understand how cookies work.\t<\/p>\n\n\n\t\tA cookie stored in your browser solves the simple, though not easy, problem of\u00a0keeping state<\/em>. Keeping state means a computer remembering events and previous interactions. Cookies are a way to save information specific to\u00a0you\u00a0<\/em>on a website meant for everyone. They\u2019re the reason you don\u2019t have to log in for each visit or set the location on your favourite weather website over and over. Cookies can be set server-side through the server that serves you the website, or through a little piece of JavaScript that runs in your browser (client-side).\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t