Amaya Toman Apple likes to let it be known that the safety and privacy of its customers is its top priority. Continuous improvements to the Safari web browser for both iOS and macOS are part of the effort to protect users from all kinds of tracking tools, and now it appears that these efforts are definitely paying off. Many advertisers report that tools like Intelligent Tracking Prevention have greatly impacted their ad revenue.
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Dan Pražák According to ad industry sources, Apple's use of privacy tools has resulted in a 60% drop in prices for targeted ads in Safari. According to The Information server, at the same time, there was an increase in the prices for ads for Google's Chrome browser. But this fact does not reduce the value of the Safari web browser, on the contrary - users who use Safari are a very valuable and attractive "target" for marketers and advertisers, because as devoted owners of Apple products they usually do not have deep pockets.
Apple's efforts to protect the privacy of its users began to gain momentum in 2017, when the artificial intelligence-powered tool ITP came into the world. This is primarily intended to block cookies, through which ad creators could track user habits within the Safari web browser. These tools make targeting Safari owners complicated and expensive, as ad creators either have to invest in cookies to serve ads, change tactics, or move to another platform.
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David Hanak According to ad sales company Nativo, roughly 9% of iPhone Safari users allow web entities to track their browsing habits. For Mac owners, this number is 13%. Contrast that with 79% of Chrome users who allow tracking for advertising on their mobile devices.
But not every advertiser sees Apple's tools to protect user privacy as absolute evil. Jason Kint, director of Digital Content Next, said in an interview with The Information that due to Apple's efforts to protect the privacy of its customers, alternative means, such as contextual ads, are becoming more popular. Advertisers can thus direct users to the right advertisement, for example, based on articles they read on the Internet.
Apple says that neither ITP nor similar tools that will come into the world in the future serve primarily to destroy entities that make a living from online advertising, but only to improve user privacy.
Source: Apple Insider
Zvasty. Even with the complete limitation of ads, Safari still bothers me.
Of course, this can be bypassed, I will not give instructions for this, but it already requires specialized engineering knowledge.
I want to thank you for the article, which is written in Czech. Even the percentages and some other things are used correctly. You don't see it much today.