When Safari ITP (intelligent tracking prevention) kicked in and stopped 3rd party tracking, the number of real devices that could be targeted should have gone down. The hypothesis is that bots (fake safari) have filled the gap and are not generating a large portion, if not the majority, of programmatic impressions (lower cost)

1. December 2019 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Macro Analysis of
Fake Safari Impressions
December 2019
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239

2. December 2019 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Browser Share
Source: netmarketshare.com

3. December 2019 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Browser Share
Source: statcounter.com
Source: w3counter.com
Source: caniuse.com
Safari: 4.1%

4. December 2019 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Browser Share – unique cookie
77%
8% 11%
25%
19%
24%
14%
10% 11%
16% 14%
10%
6%
17%
13% 15%
8% 6%
10%
4%
16%
11%
19%
26%
14%
8%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Safari
Opera
Mobile
IE
Firefox
Edge
Desktop
Chrome
Android

5. December 2019 / Page 4marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Safari – cookies vs impressions
32%
19% 19%
16% 16% 16%
13% 13% 13% 13% 12% 12% 12% 12%
11%
8% 8%
5% 5% 4%
3%
2%
0%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Safari Unique Cookies Safari Potential Impressions Discrepancy

6. December 2019 / Page 5marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Who am I?
• I am a digital marketer of 23+ years
• I look at analytics data every day
• I audit campaigns for fraud and other
bad sh*t that lowers performance
• I teach clients how to spot fraud and
make optimizations to improve
outcomes

7. December 2019 / Page 6marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
FouAnalytics
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Media
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