iOS 11 will accelerate the need for cookie-less tracking
With the soon-to-be-released iOS 11 mobile operating system, Apple is looking to kill the cookie. Contributor Joe Sabol says advertisers need to face the new mobile reality and devise a post-cookie ad strategy.
With iOS 11, which will be released to the masses next week, Apple announced it will accelerate its long-held policy of elbowing the cookie into obsolescence.
The near-term effects are not hard to predict. The software updates to Safari, which accounts for roughly a third of all mobile browser traffic, will skew immediately to the advantage of the predominant ad-based web properties, namely Facebook and Google, which users visit often. That will create a serious disadvantage for the rest of the publishing ecosystem, which still relies heavily on third-party cookies to track and place advertisements.
But the macro trend at work here is impossible to miss: Apple is trying to kill the cookie. And they likely will succeed.
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