Privacy features make Safari users less valuable to advertisers

You may have never heard of a feature from Safari called Intelligent Tracking Prevention (Intelligent Tracking Prevention, or ITP), but it certainly one of the most important aspects of Apple's browser. Through it, Ma can reinforce its case for user privacy and against online tracking by applying a range of techniques to advertisers and trackers have a harder time identifying and targeting advertisements.

Two years after the appeal was launched, the whole thing seems to have had a lot of effect: according to a report published today by The information, ITP has caused the average cost of an ad directed to a Safari casse user about 60% since the launch of the tool.

According to the subject, only 9% of Safari users turn off ITP, while 79% of Safari users turn off ITP. Chrome allow Cookies and trackers be used to draw their profiles. It is noteworthy that the impact of this phenomenon is most notable in the United States, where more than 50% of mobile browsing happens in Safari in other countries, where the iPhone market share is smaller, the thing happens on a smaller scale.

The report heard executives from the online advertising industry, who called Apple's strategy "surprisingly effective" in the task of anonymizing its users. Because advertisers can't profile Safari users (and therefore can't target campaigns to specific demographics), they become less “desirable” to the marketing industry, driving down the price of advertising. directed at them.

THE Criteo, an online advertising company, estimates that the introduction of ITP has caused a loss of $ 25 million in revenue from digital advertising s in the fourth quarter of 2017 about 9% of the total segment. A company spokeswoman criticized the fact that the tool is enabled by default in Safari, saying it undermines the user's freedom of choice.

On the other hand, the subject notes that the average price of advertising targeted at users of Google Chrome has only gone up and precisely on Safari. This is because if advertisers “lose” on one side, they need to compensate on the other; As a result, marketers have invested more in Google's browser-focused campaigns and more easily identifiable users.

Big companies in the technology world, like the Facebook, a Amazon and himself Google, have also benefited from the phenomenon, as they can implement strategies to track users within their own domains and profit from it. Amazon, for example, takes data of what products its users are looking for and sells it to advertisers, while Facebook analyzes demand for profiles and topics of interest to market. The current goes away.

Of course, ITP also brings some damage to users. There are times, after all, when a well placed ad can, in fact, be beneficial when you are looking for a specific product, for example, and receive an advertisement with a special offer from it. Still, in the opinion of this one who writes to you, the benefits of the resource outweigh (and much!) The damage. Do you agree?

via 9to5Mac | Image: K303 / Shutterstock