Apple damages millions of advertising companies

The revenue of technology advertising company Criteo will fall by more than a fifth in 2018, after Apple blocked tracking the site on the Safari browser.

Intelligent Tracking Prevention (ITP) - the anti-tracking feature offered by Apple on Safari 11 and macOS High Sierra, the browser is accounting for 15% of the global browser market share. In December, Criteo - one of the largest advertising companies in the US - said that this feature would reduce their expected revenue by 22% this year. According to Dennis Buchheim, from IAB (Interactive Advertising Department) many other advertising companies also suffer from the same situation.

2016 revenue of $ 730 million means this new feature has hurt only one million dollar company.

The above feature does not block ads but only prevents companies from tracking user behavior on web browsers without the user's permission.

As soon as Apple introduced a new feature on two OSs, ad groups asked the company to rethink its decision and said it would "ruin the economic model on the Internet."

Apple damages millions of advertising companies Picture 1 Apple damages millions of advertising companies Picture 1
The advertising industry will suffer a lot from Apple's ITP feature

A letter from the Data and Marketing Association and the Network Advertising Initiative says that the digital advertising community is very concerned because site blocking is very 'bad for customer choice'. Blocking cookies in this way will destroy the relationship between businesses and customers, making advertising time consuming and not useful anymore.

In response, Apple said customers 'had privacy'. 'Tracking technology has intervened too deeply when the advertising company can view customers' browsing history. Information collected does not need to be authorized and used to guide advertising, making them follow users everywhere. Intelligent Tracking Prevention will detect and remove cookies and other data for cross-site tracking, enabling users to browse the web privately. '

To enable / disable this feature on iOS 11, go to Settings > Safari > Prevent Cross-Site Tracking. On macOS High Sierra, go to Preferences on Safari > Privacy > Prevent Cross-Site Tracking.

Not only that, Google also announced it would block ads on Chrome - the browser accounted for 55% of market share according to Statcounter data. They tested this feature from 6/2017 and will release it in February. However, Google says Chrome only blocks annoying ads such as automatically playing audio, video .

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