a-works Inc. publishes survey results on the impact of Safari’s ITP 2.1 on affiliate advertising (AdCent)
a-works Corporation a-works Inc. publishes survey results on the impact of Safari’s ITP 2.1 on affiliate advertising (AdCent) ………………………………………………………………………………………… a-works Co., Ltd. (Nishi Ward, Osaka, Representative Director: Daisuke Noyama, a-works, Inc.) is an affiliate advertisement of Intelligent Tracking Prevention 2.1 (hereinafter, ITP 2.1) installed on Apple’s Safari. Conducted an impact survey. As a result, although the impact was smaller than expected, the number of results tended to decrease, and AdCent’s response to ITP 2.1 also showed a certain effect. Given the development of ITP 2.2 and later, the importance of ITP support in affiliate advertising has become clear again. ※ You can download detailed survey results from the bottom of the page. [Image 1
◆ What is the impact survey of ITP 2.1 ITP is a function that blocks tracking across sites using Cookies installed on Safari since 2017. Since ITP 2.1 limits the retention period for the 1st Party Cookie to 7 days, affiliate performance may not be measured when 8 days or more have passed since the first click on the ad. The affiliate advertisement management tool “AdCent” provided by a-works can measure with less influence of ITP2.1. However, there was a one-month delay from the release of the update to ITP 2.1 to the completion of ITP 2.1 on AdCent. By comparing the results of the ITP 2.1 non-response period and the post-response period, we examined the actual effects of ITP 2.1 and whether the AdCent ITP 2.1 was functioning.
◆ Outline of survey results [Image 2
(From survey results) Transition of browser share by period in CV number ・ The CV from Safari with ITP 2.1 enabled increases to about 20% in one month from the update start. -If the update in the iPhone user proceeds, ITP2.1 target browser has room to rise to about 40%. ・ There was a decrease in output that seems to be the impact of ITP 2.1. ・ However, the reduction effect is about 10 to 60% of the initial assumption. ・ Results were also generated from browsers with ITP 2.1 enabled. AdCent’s ITP 2.1 response has certain effects. As a result of the survey, it was found that the reduction effect is smaller than expected but the ITP measures using the localStorage area adopted by AdCent have a certain effect. However, since the method of using the localStorage area adopted by AdCent is easy to handle on the browser side, there is a high possibility that it will not be available in future ITP version upgrades. Therefore, we will continue to develop measurement methods compatible with ITP. In addition, it is necessary to address “effect measurement method in consideration of privacy and not identifying individuals” as a problem of the web marketing industry as a whole. In particular, the performance-based advertising method of affiliate advertising has advantages in both advertising and publishing, and we will explore advertising methods that take privacy into consideration while making use of the merits. 【Overview of the survey】 Method: Extraction of outcome data and log data in AdCent Period: 2019/3/1 to 2019/6/14 Target: Results of 4 projects expected to be strongly affected by ITP 2.1
◆ Download the survey results You can download detailed survey results from here. ? https://www.adcent.jp/itp2
◆ About AdCent [Image 3
“AdCent” is an operation management system for affiliate advertisement managers. It works with over 12 major domestic ASP services such as A8.net, afb, ValueCommerce and integrates management of a wide range of affiliate ads. Not only is ITP support for multiple ASPs complete, but there are also a number of functions that support affiliate advertisement operation, such as automatic prevention of results data duplication, batch approval functions, and advanced analysis functions. In some cases, the implementing company has succeeded in reducing the time taken to check the monthly results to less than half the conventional time. You can see the service details of “AdCent” from this introduction page. https://www.adcent.jp/
◆ Company Introduction [Image 4
Based on the corporate philosophy of “Let’s Do It!”, It is a web marketing company that supports the maximization of partner’s profits, focusing on the Internet advertising business. Company name: a-works Inc. Head office: 1-12-6 Taichihoncho, Nishi Ward, Osaka City, Osaka Prefecture Matsumoto Sangyo Building 7F Representative director: Daisuke Noyama URL: https://www.a-works.asia/
◆ Inquiry about this matter Please contact us from the form below. https://www.adcent.jp/contact
For more information about this release(Japanese):
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