ITP 2 Update: Advertiser Tracking Statuses Now Available

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Since Apple’s announcement about ITP2 in June this year and our own article addressing the issue we have been working hard to understand the impact on our network, our advertisers and our publishers.


Our Advertiser MasterTag, when integrated correctly, mitigates the effects of ITP2 and will ensure that Safari traffic continues to track after the update.  It does so by using 1st party cookies rather than the 3rd party cookies ITP2 is designed to block.  A significant number of advertisers already use this latest tracking method and, for those that are not, we have been working to support them with the upgrade process.

Given an estimated release date of September to October,  we began a global initiative this summer to prioritise tracking upgrades on advertisers that would have the biggest impact on your earnings. This initiative is still ongoing and will continue until we have individually addressed each advertiser on the network.  With the ITP2 release now imminent, we are unlikely to get all advertisers upgraded in time.

As a network it is our duty to keep our partners informed of the current state of advertiser tracking and which advertisers are prepared for ITP2. Therefore, we have added some extra columns to the Advertiser Metadata file which is found in the UI under the Advanced tab. These will tell publishers if the advertiser is using the MasterTag and if they are tracking conditionally or unconditionally. We have also created the following wiki page to help publishers interpret this data. The Advertiser Metadata file will continue to be updated as we carry on with our individual advertiser testing.

This will give publishers visibility on where they may see downturns in performance post ITP2 and help determine publishers how best to manage promotional activity and traffic.  We will work together with publishers to encourage all advertisers to upgrade.  All new advertisers to the network and migrations between Awin Group platforms will be done in an ITP2 compliant manner. 

We also welcome you all partners to share any discrepancies they may notice in advertiser performance once ITP2 goes live. Please email and we will be happy to investigate.