For the past several years, publishers have faced an unavoidable truth: Safari traffic became increasingly invisible. With Apple’s privacy restrictions limiting third-party cookies and degrading addressability, a massive portion of premium audiences was effectively untouchable for targeting, optimisation or attribution.
That ends now.
AdFixus has rebuilt the addressable foundation for the open web, without third-party cookies and without compromising user privacy. As a result, publishers can finally bring their Safari inventory back into the light.
1. Making Safari Traffic Addressable Again With AdFixus ID
AdFixus ID is a deterministic, anonymous, privacy-first identifier that works across all browsers, including Safari. This gives publishers something they haven’t had in years:
Real, stable addressability on Safari inventory
Safari users, once the hardest to monetise, become identifiable (anonymously) across sessions, devices and properties.
Higher-value ad products, not generic run-of-site impressions
With addressability restored, Safari supply can once again be sold as audience segments, frequency-managed campaigns, sequential storytelling, cross-site reach packages and attribution-friendly media.
Publishers can stop discounting a large portion of their traffic and instead treat Safari users as premium audience assets.
Significant impact in markets where Safari dominates
In key countries, Safari is the leading or second-largest browser. The impact is substantial.
According to the SimilarWeb market-share data – these countries have the highest percentage of Safari traffic
- Canada: 32.83 percent
- United Kingdom: 30.85 percent
- Australia: 28.99 percent
- Sweden: 28.26 percent
- Norway: 27.76 percent
- Switzerland: 26.90 percent
- United States: 25.10 percent
Ireland, Japan and New Zealand also exceed 23 percent Safari share
In these premium advertising markets, one in four users or more were previously unmonetisable.
AdFixus changes that.
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Download Our 2026 Monetisation Whitepaper
If you want to learn more about monetising your audience in 2026, download our Monetisation Whitepaper.
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2. CAPI for Open Web: Full Visibility for Optimisation and Attribution
Even with addressability, publishers have faced another problem. Safari users rarely appeared in optimisation signals or attribution reports.
- Advertisers could not see conversions.
- DSPs could not optimise.
- Publishers could not prove value.
AdFixus CAPI for Open Web corrects this by enabling:
Privacy-safe conversion capture
Conversions from Safari and other restricted environments are passed directly to publisher and advertiser systems, without relying on third-party cookies.
Full funnel visibility
Publishers can finally show view-through performance, incremental lift, path-to-conversion insights, audience-level reporting and cross-browser attribution.
Optimisation signals back to DSPs
Platforms receive the feedback they need to bid more confidently on high-performing Safari users.
This turns previously undervalued Safari traffic into higher-yielding inventory.
3. Why This Matters Most in Safari-Heavy Markets
In countries where Safari has 25 to 33 percent market share, publishers have been leaving considerable revenue on the table for years. With AdFixus:
- Safari traffic becomes addressable.
- Advertisers gain optimisation visibility.
- Attribution is restored.
- CPMs rise, often significantly when moving from non-addressable to addressable audiences.
This is especially meaningful for markets such as Canada, the United Kingdom, Australia, Scandinavia, Switzerland, the United States, Ireland, Japan and New Zealand, all of which appear at the top of the Safari usage rankings in your attached file.
For publishers in these regions, AdFixus represents more than a technical upgrade. It is the restoration of a substantial portion of their audience value.
4. The New Reality: Safari Is Addressable, Optimisable and Measurable
With AdFixus ID and CAPI:
- Safari users are identifiable.
- Safari conversions are measurable.
- Safari campaigns are optimisable.
- Safari impressions attract premium bids.
- Safari audience value is fully provable.
Safari is no longer invisible or low-value. It is once again addressable, optimisable and measurable, with AdFixus providing the infrastructure that makes it possible.
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Take our 2 min ID Readiness Questionnaire
The AdFixus Identity Readiness calculator is a short 2 minute questionnaire based on real observations, research and customer results. Answer 4 simple questions, add your business's data and our calculator will present expected returns for your business. The output is an Identity health assessment and revenue optimisation opportunity on screen as well as a PDF to takeaway.
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How Does AdFixus Correct Safari?
The AdFixus generate ID is generated on your behalf but from your infrastructure. If you read through the guidelines provided by the browsers it is only third-party cookies that are restricted. First-party cookies are not impacted.
When your cookie is generated from your infrastructure and specifically from your CDN.
We have branded this Anonymous Federated Identity (AFxID)
Unlike traditional Federated Identity, AdFixus does not require, collect, store, or commercialize consumer data.
ACME Corporation obtains a single AFxID, exclusively owned and applicable throughout their ecosystem for purposes like personalization, attribution, customer journey management, media optimization, and analysis. This process requires consumer consent before the identifier is generated and stored in the consumer’s browser. The AFxID is decentralized, residing in the client’s browser, and unique for each visited corporation, preventing open sharing with third parties.
AdFixus preserves anonymity by not using any personal information, including browser signals, and applies multiple layers of encryption.
ACME Corporation can capture and store the identifier along with personal information supplied by the consumer (e.g., as part of a loyalty program). To ensure consumers remain in control, AdFixus provides the ability to remove or recreate their identifier at any time.
Conclusion
Safari has long been the gap in the open-web ecosystem, limiting publishers’ ability to monetise, optimise and prove the value of a significant share of their audience. With AdFixus, that gap is finally closed. By restoring deterministic, privacy-safe addressability and enabling full optimisation and attribution visibility through CAPI, publishers can once again unlock the true commercial potential of their Safari traffic.
In the markets where Safari use is highest, this shift is especially powerful. What was once discounted or invisible inventory becomes premium, measurable and competitively valuable.
AdFixus gives publishers what the industry has been missing for years: control, consistency and the ability to demonstrate the real impact of their audience. Safari is no longer a blind spot; it is now a high-performing, fully addressable part of the monetisation strategy.
