Apple is cracking down again on the tricks advertisers use to follow one person across sites and devices, and Digiday says it hands WPP a fresh case for InfoSum.
Nobody should be surprised. Walled gardens stopped allowing user-level tracking as far back as 2016. Safari was first to remove third-party cookies. Then came fingerprinting and identity-stitching, which were workarounds. Apple is saying it's tired of the circumvention.
That's ten-plus years of the same direction. The clients we work with saw it coming, so this changes nothing for them. It's one reason they chose privacy-first measurement.
The ones who get hurt are still treating the web as user-level tracking. Stitched user paths were never going to survive this, and the next patch won't bring them back.
If your reporting depends on following one person from click to purchase, assume it has a hole in it now. Move to aggregated, incremental measurement before the next browser update forces you to.
Responding to Apple’s Safari block hands WPP a fresh case for InfoSum, Digiday