Apple's Safari Privacy Update Creates Challenges for Websites and Advertisers

Introduction:
Apple's commitment to user privacy is taking a step further with Safari browser's new restrictions on data collection methods. However, the lack of communication from Apple regarding these changes has frustrated many, as numerous websites will need to modify their architecture to comply.

The Loop Closure:
Apple is closing a loophole that allowed websites to pass off third-party partners as first-party cookies. First-party cookies provide convenience by recognizing returning users, eliminating the need to log in repeatedly. Collaborating with third parties for improved functionality has become common practice, but Safari's deprecation of third-party cookies in 2017 led websites to devise techniques to disguise them as first-party cookies.

Apple's Actions:
In October 2022, an Apple engineer mentioned on GitHub the company's intent to limit cloaking techniques. By comparing IP addresses, cookies associated with different IP addresses would only last for seven days before being destroyed, limiting data usage and inferences that can be made.

Silent Implementation:
Apple did not communicate the change officially or specify its implementation date. The lack of transparency has caused anomalies in website data, according to Anton Lipkanou from Delve. However, Apple's Jen Simmons tweeted that the change had not been implemented, leaving the situation uncertain. Apple has not provided any official comments.

Impact on Websites:
The limited communication from Apple has caused dissatisfaction among ad-tech executives, as it significantly affects website architecture. Sites working with multiple third parties using this technique may need to revise their operations. Loch Rose from Epsilon warns that websites heavily reliant on Apple users might lose significant functionality.

Implications for Advertisers:
Apple's Safari changes make it harder for websites to utilize third-party services like Google Analytics, directly impacting advertisers' ability to gather and analyze user data. This hinders their capacity to tailor marketing campaigns, target specific audiences, and measure advertising effectiveness. Consequently, ROI and overall marketing performance may suffer.

Why it Matters:
The changes in Apple's Safari browser pose challenges for websites and advertisers alike. Privacy improvements may limit data collection, but the lack of communication from Apple about the update and its impact on website architecture causes frustration. Advertisers may face difficulties in gathering user data, resulting in diminished marketing performance and ROI. Keeping up with evolving privacy measures while maintaining effective advertising strategies remains a crucial task for brands and advertisers.