Written by Simon Harris - Director Publisher Trading Desk DPG Media

Since Apple introduced Intelligent Tracking Prevention (ITP) three years ago to its Safari web browser the advertising industries ability to track, segment internet users across the open web & deliver online advertising campaigns to them has been radically altered. Simple tasks like ensuring someone doesn’t see the same advert ad infinitum is now very difficult, as is deterministically tracking whether an advert served resulted in a sale.

This has been incredibly disruptive for both advertisers & their agency partners but it is publishers who have been most adversely impacted…

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