Two years ago, Apple launched an aggressive battle against ads
that track users across the web. Today executives in the online
publishing and advertising industries say that effort has been
stunningly effective — posing a problem for advertisers looking
to reach affluent consumers.
Since Apple introduced what it calls its Intelligent Tracking
Prevention feature in September 2017, and with subsequent updates
last year, advertisers have largely lost the ability to target
people on Safari based on their browsing habits with cookies, the
most commonly used technology for tracking. One result: The cost
of reaching Safari users has fallen over 60% in the past two
years, according to data from ad tech firm Rubicon Project.
Meanwhile ad prices on Google’s Chrome browser have risen
That reflects the fact that advertisers pay more money for ads
that can be targeted at people with specific demographics and
interests. “The allure of a Safari user in an auction has
plummeted,” said Rubicon Project CEO Michael Barrett. “There’s no
easy ability to ID a user.”
So: Intelligent Tracking Prevention is working.