The advertising industry complains that Safari’s anti-tracking technology, ITP, is too effective and seriously affects revenue.

Several advertising executives said Apple’s privacy and anti-advertising-tracking technologies, such as Its Smart Tracking Protection (ITP), had been “productive” and had hit their revenues hard. Advertising industry insiders say Apple’s privacy protections have cost Safari by 60 percent, while advertising for Google Chrome has gone up.

The advertising industry complains that Safari's anti-tracking technology, ITP, is too effective and seriously affects revenue.

That’s not to say that Apple Safari’s target users are low-value, in fact, the opposite is true. Safari users typically use a variety of Apple products, and these users have higher revenues than users on other platforms, making them a very attractive target group for advertising agencies.

ITP is Apple’s privacy- and anti-ad tracking technology, launched in 2017, to increase consumer privacy and enhance the web browsing experience by eliminating a large number of third-party tag codes that can delay load times. The direct effect of ITP is to limit the reading of third-party cookies. This means advertisers want cookies to spy on Safari users’ habits.

Michael Barrett, chief executive of the Rubicon project, said: “The appeal of Safari users in advertising is declining because it’s no longer easy to send targeted ads to users. “Safari users will be low-earning targets for ad providers.

According to Nativo, an advertising software company, only about 9% of Safari users who use the iPhone allow web entities to track their browsing habits. On Macs, that number has increased, at 13 per cent. By contrast, about 79% of Chrome users allow ad tracking on mobile devices.

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