What you need to know
- Intelligent Tracking Prevention is impacting advertisers.
- Marketing executives are saying that the technology is "stunningly effective" at preventing tracking.
- It is causing Safari users to be devalued in the advertising market.
Two years ago, Apple unveiled Intelligent Tracking Prevention for Safari which aimed to protect users of the browsers from unwanted tracking. It was yet another in a long-running move towards more privacy on behalf of the company for its customers, and this technology, in particular, seems to be having a major impact on the advertising industry.
In a report by The Information, executives within the online publishing industry have said that the technology has been "stunningly effective" at preventing companies from identifying users' behavior across the web. One executive says that it has led to a devaluing of Safari users.
On the other hand, it has also created somewhat of a discount market for those who want to save on advertising, as long as buyers are okay with the data being less precise. The Information reports that the cost of reaching a Safari user has dropped as much as 60% while Chrome users continue to get more expensive.
Apple's Safari privacy features paint a stark contrast in tracking when compared to users who chose to use a different browser like Chrome. According to Nativo, which sells online advertising software, only 9% of Safari users allow tracking whereas 79% of Chrome users do. This is in part because many of Safari's privacy features are turned on by default.
Some believe that the devaluing of Safari users is a mistake, based on the demographics of those who tend to own an iPhone, iPad, and Mac. They put the responsibility on marketers to adapt to growing privacy enhancements and uncover new ways to reach the people they want to get in front of.
Read the full report from The Information here.
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Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.