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Apple iPad Measurability Brief

Apple iPad Pits Consumer Privacy Against Advertising Measurability Research Brief

The Apple iOS platform, which powers the iPad, iTouch and iPhone, is used by over 130 million consumers. However, the primary web browser on these devices blocks third-party cookies by default, creating significant measurement challenges for advertisers.In a recent study, Marin Software examined the impact of cookie blocking on the accuracy of key advertising metrics. Our findings, which are presented in this Research Brief, will help you answer the following questions:

  • Can marketers reliably gauge traffic and conversions originating from iOS devices?
  • Do iOS users behave differently than typical Internet users?
  • Given the proliferation of iOS devices, what should marketers be doing differently?