NEWS

Opt Technologies, an engineer group at OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”) has released a “Kickback Function” that can send the advertising effects measured by the “ADPLAN” advertising effectiveness measurement tool to media advertising distribution platforms.

In September 2018, Apple released Intelligent Tracking Prevention (ITP) 2.0 (*1) for its Safari browser. This set even stricter limitations on the use of tracking cookies, which made it harder even for advertising distribution platforms to measure the effectiveness of advertisements in the Safari browser.

In response to this problem, OPT developed a “Kickback Function” for “ADPLAN” that sends the advertising effects to advertising distribution platforms. Specifically, this function works by storing the click information that is acquired on the advertising distribution platform side in “ADPLAN” when an advertisement is clicked, and then sending the click information to the advertising distribution platform when the advertising effects (such as product purchases or booking completions) are checked. When this function is used, advertising operations can be based on advertising effects without needing to set the tags of the advertising distribution platform.

 

Diagram of Kickback Function

■Flow Up to Sending Advertising Effects

(1) An advertisement distributed from the advertising distribution platform is clicked
(2) Click information is assigned when passing through the ad server and the landing page is displayed
(3) The click information assigned when passing through the ad server is stored in ADPLAN
(4) Advertisement effects are checked on ADPLAN
(5) The click information assigned when passing through the ad server is sent based on the advertisement effects checked on ADPLAN


OPT will continue to expand functions in the future to respond quickly to technological changes and offer the optimal advertising operations.


(*1) Intelligent Tracking Prevention (ITP) 2.0
This function is newly installed in the latest version of Apple’s iOS 12 and macOS Mojave. When a tracking cookie is detected in the Safari browser, ITP immediately limits the use or blocks the access of the cookie.
When ITP applies the limitation to a cookie (*), it causes various problems, such as stopping the tracking of users immediately after a cookie is acquired, preventing measurement of the behavior history of users, and preventing retargeting distribution.
* It is unclear the extent to which a cookie will be targeted by ITP, because it depends on the results of the Safari machine learning analysis built into each device.