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New challenges ahead for attribution with the rise of intelligent tracking prevention

With a projected 30-40% loss of user data in Safari with ITP in 2020, marketers are going to have to re-think how to handle attribution in the coming year.

Simon Poulton on January 3, 2020 at 9:28 am

Contributor and SMX speaker, Simon Poulton, is focusing on intelligent tracking prevention (ITP) in 2020 because he believes Safari is going to present the biggest obstacle facing digital marketers from a measurable point of view in the year ahead.

Below is the video transcript:

Hey, I’m Simon Poulton. I am the vice president of Digital Intelligence at WPromote, and today I’m gonna talk about some of my thoughts about 2020 and the road ahead.

I think one of the biggest trends that we’ve seen in 2019 is actually the increased focus on user privacy. Obviously, we’ve seen lots of technology, but we’re also seeing some legislation around this space. Particular things like CCPA, we know that’s going to come in very early.

But I think the biggest thing facing digital marketers from a measurable point of view is the way intelligent tracking prevention. ITP is going to impact the way that we can handle attribution. And the way that we think about just the ability to measure across Safari.

It doesn’t sound like a big deal to a lot of folks, but we think that we’re going to see about 30 to 40% of data being lost for Safari users in the future, which is going make it really hard as we think about the future of, you know, should this be in these platforms. Where do we go from here? It’s a very hard decision to make for a lot of marketers.

More predictions for 2020

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Simon Poulton

Simon has had a passion for finding creative ways to measure real-world challenges from an early age. Combining an affinity for psychology, statistics and digital marketing, he is currently the Senior Director of Digital Intelligence at Wpromote. Simon regularly speaks at industry events, including SMX West, SMX East, Cleveland Research Group's eCommerce Catalyst for Change and SMX Advanced on a variety of topics related to data-driven digital marketing. You can find out where he will next be speaking over at spoulton.com. Simon was also a finalist for Search Engine Land's "Search Marketer of the Year 2018", and was named one of the top 25 Social Business Leaders by IBM and the Economist in 2015.