Programmatic: Why you need a dedicated strategy for Safari inventory in your media plans 🍎🎯

Last february, Alliance Digitale presented its 2025 programmatic barometer, and one figure particularly caught our attention: only 10% of mobile web investments were concentrated on the Safari browser. 🤔

And yet:

• Safari represents 32% of French m-web traffic according to Similarweb

-The audiences on this browser have a higher average purchasing power than those on other browsers, making them highly attractive to advertisers.

So, why is Safari so significantly underrepresented in investments? 🕵️
Because this browser blocks third-party cookies by default 🚫🍪, while these are still predominantly used in the programmatic ecosystem for targeting, frequency capping and measurement.

The problem: this creates two major side effects:

😬 Safari audiences are being left out of programmatic campaigns...
😬 Bid inflation, as all DSPs end up bidding in the same place: on Chrome (90% of investments)...

However, technological solutions already exist to perform non-cookie ID-based targeting on Safari:
🆔🌀 ID5.io & First-ID: Hybrid identifiers (part-CRM, part-fingerprinting) extensively deployed in the French market.
🆔📧 LiveRamp & EUID: Ultra-precise, but with lower reach as they require user login.
🆔📶 Utiq ID: Originating from Telcos; ultra-precise because it's based on operators' contractual data.

The challenge in 2025 is no longer really technological on mobile web: regardless of the methodology used, alternative identifiers are all at least as robust as third-party cookies. 👉 The real issue is reach!

At GreyFox Ads, we beleive the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the least competent : we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign in France ?
📩 Contact GreyFox Ads !

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