These days the coronavirus presents us with new challenges. In everyday life, we have to adapt quickly and flexibly to the restrictions caused by COVID-19. The same applies to the economy, which has been hit hard in many areas and is now, let’s face it, almost zero for the time being. The virus changes everything. A large part of the population is forced into domestic isolation, working in the home office or sitting on the couch at home and consuming digital media. Life goes on, even if everything changes.
In these troubled times, this also applies to the online advertising industry. The so-called cookie apocalypse, the “cookiepocalypse”, was expected by the industry in the coming years, when Google announced to eliminate third-party cookies for the Chrome Browser entirely by 2022.
Apple does not hesitate and rushes forward
Apple now on Tuesday released a major update to its Safari browser and the Intelligent Tracking Prevention (ITP), the privacy feature that allows the company’s web browser to block cookies and prevent advertisers from analyzing the web habits of a user. Safari now blocks all third-party cookies. That means that, by default, no advertiser or website is able to follow the user around the internet using the commonplace tracking technology.
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