Changes to Safari privacy settings dampen Criteo's revenues

In 2017, the French retargeting company Criteo admitted that Apple's Intelligent Tracking Prrevention - changed default settings that prevent ad networks and other technology companies from tracking users - would cut its revenues by 8% to 10%. Although Safari had blocked such third-party cookies previously, the updated settings would actively delete some publishers' cookies after 30 days. In a filing with the SEC, Criteo claimed to have found a "solution" that would approximately halve the potential impact that relied on a "non-cookie identifier" that would bypass Apple's protocols. In 2018, follow-up reports indicated that Criteo had lost half its market value between October 2017, when the settings changed, and February 2018. In November 2017, Criteo raised its projected worst-case revenue losses to 22%.

https://www.mediapost.com/publications/article/309667/criteo-says-new-safari-privacy-settings-will-hurt.html

https://adexchanger.com/online-advertising/criteo-battling-fierce-headwinds-2018/

https://adexchanger.com/ad-exchange-news/apples-safari-tracking-changes-costs-criteo-1m-q3-cost-minimum-20m-q4/

tags: Criteo, SEC, advertising, cookies, Safari, Apple, tracking

Writer: Wendy Davis; James Hercher; Kelly Liyakasa

Publication: MediaPost; AdExchanger