Apple’s attempts to protect Safari users on iOS and Macs from privacy-tracking ad tracking technology have been “extraordinarily effective”
In the two years since Apple released the Intelligent Tracking Prevention feature , which prevents Web sites from tracking users on the Web, it seems to have almost completely eliminated the possibility for advertisers to commercialize specific demographic data.
A new report from The Information explores how Apple’s offensive against advertising has made things harder for advertisers while aiming for greater user privacy.
The online publishing industry leaders who spoke with The Information said that Apple’s goal of Intelligent Monitoring Prevention was ” extraordinarily effective “, preventing websites from knowing what users are doing on the web. One of the results of this over the last two years is that the costs for advertisers have dropped significantly for Safari users as they have gone up for Chrome.
While this may seem like a good thing to advertisers, the reason the price of Safari ads has dropped is that they are less desirable. Due to Intelligent Tracking Prevention (ITP), marketing experts cannot focus on specific demographic data .
“The fascination of a Safari user in an auction has plummeted,” Rubicon Project CEO Michael Barrett told the publication. “It is not easy to identify a user.”
Without in-depth information on navigation models, Safari users become a low-performance target for ad providers, with little incentive to invest in cookies for ads on Safari. With security issues processing invitations, advertisers are forced to change tactics or switch to another platform.
According to the advertising sales software company Nativo, around 9% of iPhone-based Safari users allow Web entities to monitor their browsing habits. This figure rises to 13% on the Mac. On the contrary, around 79% of Chrome users allow tracking of ads on mobile devices.
Apple has proactively limited the monitoring of users on the Web for years with initial efforts such as the limited ad monitoring function in iOS 6. More recently, and with a solid foundation in ITP, the company has further reduced the use of cookies in Safari and WebKit.
For its part, the company states that ITP and subsequent technologies are designed to improve consumer privacy, not to destroy the online advertising business .
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