Consequences of Limiting the Lifespan of Cookies

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Recently, browsers have been reducing the cookie storage period, regardless of server settings or javascript. For example, in Safari, the cookie lifespan is now only two weeks. Because of this, a person who has not visited a site for 14 days will be identified as a new user on their next visit.

New versions of the ITP 2.2 standard regulate the storage period of cookies even more strictly, and for those installed by third-party services (third party cookies), the lifespan is 1 day. This means that the retargeting opportunities of such sites are limited to 24 hours. If the user does not visit the site again that day, the cookies are deleted.

The changes also affected the ability to track campaigns at the client level. The option to download data down to the user is no longer available. This has a negative impact on audience restaurants email list purchases, FTP advertising, and user cohort analysis.

Consequences of Limiting the Lifespan of Cookies

The next innovation is caused by the fact that iOS, Android and browser platforms have reduced their user-level tracking capabilities. iOS introduced a restriction for IDFA – cookies for Apple devices – in early 2021. Without the explicit consent of the owner of the Apple gadget, IDFA is disabled within the mobile application. Considering that most users will not dig into the settings to confirm their consent, the application’s actions will no longer be related to this device.

Google offers to track the effectiveness of advertising campaigns using Ads Data Hub. The service consolidates all the information about them that is available to the system, the advertiser can analyze the results of the campaign, but at the same time is deprived of the opportunity to receive reports at the user level.

Apple's SKAdNetwork tool offers similar capabilities. The results of an advertising campaign can be assessed as a whole, but without going into detail about individual users. If you connect a PR service to this platform, conversions and signals can be sent to it from a mobile app. In return, the campaign organizer receives information about the value and interactions between advertising and users as a whole. There are restrictions that prevent tracking each client; for example, one account can have no more than 100 advertising campaigns.