Last fall, Apple introduced the Intelligent Tracking Prevention on Safari. It restricted access to cookies after 24 hours. Due to this cookie restriction, companies like Google and Bing, and other major DSPs, are facing difficulties in tracking conversions accurately on the Safari browser.
Google rapidly adapted and created a method where a first party cookie is deployed on the browser. With the first-party cookie, Google can associate the conversion to the right user/ad.
Microsoft, via Bing, uses MSCLKID (Microsoft Click ID), and Universal Event Tracking (UET). According to Bing, UET is a prerequisite for advertisers to track conversions and/or do remarketing. Once the UET tag is installed by the advertiser across their website, the tag reports user activity on the advertiser website to Bing Ads. Similarly, advertisers can create remarketing lists based on user activity on website and Bing Ads matches the list definitions with UET logged user activity to put users into those lists.
Some platforms didn’t adapt to the Intelligent Tracking Prevention from Apple and are just recommending advertisers to not target the browser Safari, when a campaign as conversions as a goal.
Where to implement the pixels?
Google Tag Manager supports the Microsoft solution, and Google solution to defeat the Intelligent Tracking Prevention. Bing also tested Microsoft Click ID via Qubit (Opentag), Tealium, Ensighten, BrightTag (Signal), and Adobe Tag Manager.