Apple’s Safari Privacy Moves Boost Demand for InfoSum’s Data Solutions
· 3h ago · Originally reported by Digiday
Apple has intensified its efforts to limit cross-site and cross-device tracking in Safari, disrupting traditional advertising methods. This shift is prompting agencies like WPP to explore alternative data collaboration tools such as InfoSum to maintain effective targeting and measurement.
Why it matters
As browsers like Safari restrict tracking, advertisers must find new ways to reach audiences and measure campaigns without relying on third-party cookies. Solutions like InfoSum offer privacy-compliant data collaboration, which is becoming more important for the industry.
Explain it like I’m new here
It's like Apple closing secret passageways in a mall, so stores need new ways to figure out which shoppers visit them.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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