Retargeting platform AdRoll has announced the introduction of a retargeting solution to reach users of Apple’s Safari browser.

This new feature allows AdRoll customers to increase their campaign reach by retargeting users on Safari browsers across both desktop and mobile. On average, advertisers who enabled the beta test have seen a 130 per cent increase in retargeting reach with AdRoll.

Australia and New Zealand are amongst the biggest users of Safari globally with 30 per cent of all mobile and desktop internet use going through the browser. Traditionally retargeting has not been a possibility as Safari doesn’t allow third party cookies by default, however the new retargeting for Safari service allows site visitors to opt-in to relevant advertising.

How does retargeting on Safari work?

Site visitors, who do not have an AdRoll cookie, will see a one-time informational banner informing them that to receive a tailored ad experience, they will need to agree to accept third party cookies from AdRoll.  They can decline by clicking the opt-out link in the floating banner.

With over 99 per cent of users opting in, the new Safari opportunities are potential game changers for advertisers.

“We want our customers to succeed in reaching their marketing goals and getting their ads in front of 30 per cent more clients can only help the situation.” says Ben Sharp, managing director ANZ AdRoll.

“AdRoll customers won’t have to make any adjustments to their creative and the only step they need to take to implement retargeting for Safari users is to accept the integration via the AdRoll dashboard.” continued Sharpie.