What should a real-time CDP business practitioner recommend to improve the reach of cookie-based retargeting audiences when users are mainly from Safari?

In the context of enhancing the reach of cookie-based retargeting audiences, particularly for users primarily browsing with Safari, recommending the integration of shared segments using a Google Customer Match connection is strategic. This approach leverages the capabilities of Google's ecosystem to target users more effectively, especially considering that Safari restricts third-party cookies due to its Intelligent Tracking Prevention (ITP).

By sharing segments through Google Customer Match, practitioners can utilize first-party data to reach audiences across Google’s advertising platforms, such as Search, YouTube, and Display Ads. This is essential because it allows marketers to connect with users who have previously interacted with their brand while circumventing some of the limitations imposed by privacy restrictions on cookie tracking in Safari.

In contrast, using Facebook Custom Audiences or file-based exports may not directly tackle the specific challenges posed by Safari's cookie limitations. Furthermore, increasing authentication prompts may deter users from interacting with the website, potentially leading to decreased engagement rather than improving retargeting efforts. Thus, suggesting Google Customer Match provides a more effective and impactful solution for reaching those audiences.