October 22, 2017

Apple Moves To Limit Tracking in Safari: Proves the Value of Identity-based Targeting

Posted on October 22, 2017April 25, 2019 by Joanne Persico

The Apple Developer Conference last week included the announcement of a new feature to the Safari browser that incorporates machine-learning technologies to block tracking pixels that are used by most advertising technologies—Intelligent Tracking Prevention, or ITP. This new feature is designed to “protect” Safari users from behavioral data collection by advertisers. The way it works[…]

Prescribing Identity

Posted on October 22, 2017March 5, 2018 by Joanne Persico

Identity is the new currency of online advertising. It improves CPMs for both sides by allowing an advertiser to target only those people they want to reach, albeit at a higher CPM, and avoid wasting impressions on unqualified non-customers. Advertisers, particularly in the healthcare space, have a powerful interest in reaching the right healthcare professionals[…]