Apple blocks cookies with new Safari 11, Advertisers Scramble

Apple’s new Safari 11 has caused an uproar in the digital advertising realm by deleting 3rd-party cookies that enable advertisers to target and serve programmatic advertisements. El Toro is unaffected because we are a 100% cookie-free advertising technology.

Haven’t heard the news?

Here are the cliff notes:

  • In September 2017, Apple released iPhones 8 and X and updated the privacy features for Safari 11 with the all-new “Intelligent Tracking Prevention” feature.
  • ITP limits cookie-based tracking by advertisers to 24 hours by deleting 3rd party cookies and disabling cross-device targeting.
  • The IAB, AAF, ANA and a few others submitted a letter damning the update, saying it reduced the relevance of advertising and may affect the “infrastructure of the modern internet”.
  • Want more details? Here’s an ADWEEK article about it that contains the full letter at the bottom.

These updates matter because El Toro doesn’t use a single cookie to target individuals and perform attribution whereas all other advertising technologies use cookies and/or cookie-data in some way to target or prove attribution.

Here are the differences:

Cookie-based targeting:

  • Tracks web history to assign a segmentation or feature
  • When a user goes to a website, ads get paired to their cookie profiles, and are served based on that profile
  • The advertiser has no idea who targets actually are. Only that they serve ads to devices that have desired cookies and browsing history. We call this a headless sales funnel.

El Toro IP Targeting:

  • Create a target segment with a mailing list of pre-screened, pre-qualified targets based on CRM data, geo-located activities, or data from a list provider. This is a clear-cut sales funnel.
  • Target pre-screened IP’s & serve traffic at those locations when ad calls come through exchange.

Since the inception of El toro, we’ve pitched that cookie-free IP targeting is the advertising of the future. Now that outside factors such as Apple’s latest move are proving us right, it’s time to reconsider digital media budgets and look for a way to advertise on a cookie-free basis.

Click here now to contact El Toro so you don’t get left in the digital dust while the cookie starts its crumble.


Related Blog Posts
  • We Are Over the Top about OTT!

    “What is OTT, and what is all the hype about?” This is a common question at the forefront of the ad industry. We wanted to take a few minutes to break down OTT for anyone looking...

  • Why Social Media Advertising Falls Short

    Social Media advertising is, by far, the simplest way for any brand to begin its digital advertising journey. Platforms such as Facebook have made it easy to get in and start displaying ads to users in...

  • El Toro CEO Statement on Apple Private Relay

    Recently Apple announced a series of proposed initiatives at its Worldwide Developer Conference (WWDC). One of these possible changes is a product called Private Relay, which would be included in a proposed premium version of iCloud.  According...

  • Is AdTech About to be FLOC’d By Google?

    As many of you know, we love bulls at El Toro.  Our intern program is called “Running with the Bulls;” our office has been called “The Bullpen” by local media outlets, and; our annual user...

El Toro Logo Bull

Ready to Run With the Bull?

Contact Us