Advertisers Lose Hundreds of Millions of Their Profit Because of New Safari Feature
The Intelligent Tracking Prevention feature Apple introduced in Safari led to a million dollars loss to advertising companies.
Earlier reports said that a lot of advertisers protested the new Apple ad-blocking policy and asked to review it. Dennis Buchheim from Interactive Advertising Bureau's Tech Lab commented on the issue:
We expect a range of companies are facing similar negative impacts from Apple's Safari tracking changes. Moreover, we anticipate that Apple will retain ITP and evolve it over time as they see fit.
Intelligent Tracking Prevention took the effect in September. Some advertisers found a breach to exploit, but Apple fixed that with the update so that other companies must come up with the new policy.
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