News — 22 Sep 2023
Safari's Tracking Parameter Changes: Impact on Affise Customers
In a significant move towards bolstering user privacy and security, Apple has announced the release of a new version of its Safari web browser that will remove tracking link parameters. This update, slated to empower users with more control over their online data, is set to redefine the way we browse the internet.
Tracking link parameters, often used by advertisers and data brokers, are a subtle yet invasive way to monitor and collect user data as they navigate the web. These parameters are added to URLs and can include source, medium, campaign, and more information. They allow third parties to track user behavior, including the websites they visit, the links they click, and the products they show interest in.
The concern lies in the fact that users are often unaware of this data collection, and their consent is rarely sought. This not only breaches user privacy but also creates opportunities for targeted advertising, which some users find intrusive and discomforting.
With the new version, tracking link parameters will be automatically removed from URLs when users click on them. This means that advertisers and data collectors will no longer be able to access these parameters to build detailed user profiles without explicit consent.
The concern lies in the fact that users are often unaware of this data collection, and their consent is rarely sought. This not only breaches user privacy but also creates opportunities for targeted advertising, which some users find intrusive and discomforting.
This change will present challenges for advertisers and networks when it comes to tracking users. However, it is important to note that only a small percentage of iOS users will be affected. Safari accounts for approximately 20% of the market share, and the number of users who use Privacy mode or click on links in Mail and Messages is relatively low.
If you are an Affise user, there is no need to be concerned about this update. Our testing has shown that the Affise tracking link parameters remain unaffected by Link Tracking Protection. These are the following parameters: sub1-sub8, offer_id, pid, imp_id and more.
Even in Safari’s Private Browsing Mode, they don’t get removed from the tracking link, ensuring that your tracking won’t be affected.
However, some parameters, such as
While Link Tracking Protection may impact the way advertisers track users, it will only affect a small portion of overall traffic. Furthermore, Affise tracking link parameters will remain unaffected.
So, even after the launch of Link Protection, your tracking capabilities with Affise will not be impacted.
Written by
Dmitry is a product manager with over a decade of experience working in the SaaS industry. He is passionate about creativity, learning new skills, and emerging technologies. Dmitry’s primary goal is to create exceptional products. In his free time, he enjoys travelling and reading.
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