Criteo Brings First-Party Cookies to Mobile

Personalized mobile advertising company Criteo recently announced the global release of its comprehensive mobile advertising solution.

This mobile solution brings transparent, cookie-based advertising to both apps and mobile Web browsers. For Safari in particular, Criteo will serve first-party ads. Criteo displays an informative banner on sites running its ads, giving users the option to opt-out at any time.

“This [release] is really driven by the massive increase in iPad traffic, especially for the e-commerce and travel industries,” says Jason Morse, VP of mobile products at Criteo.

The opt-in nature of the cookies complies with the privacy standards encouraged by the Interactive Advertising Bureau (IAB). “The IAB believes advertising companies delivering solutions that empower users to make informed decisions about their browsing experience and enable relevant customized ads are a benefit to the entire industry,” Mike Zaneis, the IAB’s EVP of public policy and general counsel, said in a statement. “One effective way to approach this question is by proactively displaying information to website visitors about the type of cookies used, how they are delivered, and the options for managing.”

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