US states privacy laws guidance

Apple IP anonymization

At WWDC in June 2021, Apple announced an IP address Anonymization privacy feature.

While we expect much of the Ad Manager geo targeting to continue to function as intended, this feature will decrease the level of granular geo targeting available to Ad Manager on Safari traffic. As a result, Ad Manager line items that geo target with a finer granularity than country, and especially that are targeted to Safari, may become less effective. Additionally, where we are unable to determine the specific geo of a Safari user, we will default ad serving to Restricted Data Processing mode.

See affected line items

If you'd like to better understand which of you Ad Manager line items might be affected by this Apple launch, you can create an Ad Manager report using criteria like the following:

  • Date Range = Last 30 Days
  • Filters = Browser contains "Safari"
  • Dimensions = Line item
  • Metrics = Ad server impressions

We suggest that you use the results to determine which of your line items are targeted to Safari, and then review how granular your geo targeting is for each of those line items. Generally, the less granular the better for this Apple launch.

Contact your account manager for more information.

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