Wired
With the Intelligent Tracking Prevention (ITP) feature that Apple introduced to Safari two years ago, it seems that advertisers are almost unable to hit ads targeted to a specific demographic.
ITP has a great effect on privacy protection
According to The Information, Apple's Safari built-in ITP function has been extremely effective, making it almost impossible for websites to know what users are doing on the web. This means that advertisers can't use the technique of displaying ads to a specific audience.
As a result, advertising on Safari is considered less effective, and advertising costs have dropped by 60% over the past two years. On the other hand, advertising costs for Google Chrome have risen significantly.
ITP is a feature that blocks third-party cookies for the purpose of protecting user privacy.
Ad sales drastically decrease with ITP
This impact is seen to be particularly significant in the United States, where Safari usage on mobile browsers exceeds 50%. Although ITP can be turned off by the user, research shows that only 9% of iPhone users turn off ITP.
Criteo, an advertising company, said the introduction of ITP reduced sales in the fourth quarter of 2017 by $ 25 million (equivalent to 9% of total sales). Since these figures are for 2017, sales may have decreased further.
However, some Safari users, that is, Apple product users, have many high-income people and are important to advertisers, so it is pointed out that the online advertising method itself may change.
Source: The Information via 9to5Mac
(lunatic)
Source: iPhone Mania