In summer of last year Apple introduced a new and magnificent functionality in Safari, your browser and is that despite the direct impact on the user was notorious, Apple had implemented Intelligent Tracking Prevention (ITP), a system that limited advertisers information received from the user’s browsing. Months later, the effects are noticed more and more in the form of millionaire losses for the advertisers.
ITP has a curious operation, in order to protect the privacy of users, Apple does not allow advertisers to track user activity outside of their own web pages . That is, with other browsers if, for example, you search for shoes on the H & M website, the Amazon cookie or crawler can track you and know that to offer you later ads for shoes to buy from Amazon. With Safari, however, you can only know that you are looking for shoes when you search for them on Amazon’s own website. In other words, advertisers have much less information about you than before.
According to The Guardian, advertising companies are noticing the ravages of ITP in their revenues. For example the company Criteo (which has 15% of the online advertising market) is expected to reduce by 20% 20% of its revenues due to ITP. Given that it has only 15% of the market and in 2016 it invoiced 730 million dollars … you can do to the idea of how much money they will lose not only them, but the rest of companies as well.
Several organizations in the advertising industry protestedagainst ITP in September, which was launched, calling it “unilateral and clumsy”, and a threat to the “valuable digital advertising ecosystem that finances a large part of current digital content and services.”Apple responded to this protest:
Apple believes that users have the right to privacy. […] Ad tracking technology has become so pervasive that advertising companies can recreate most of a user’s web history. This information is collected without permission and is used for a refocus of the ads, which is the way in which the ads pursue users through the network.
But one thing must be clear, and ITP does not block ads per se , it is not a content blocker as such. Its function is to protect the privacy of the user by preventing companies from knowing what their browsing history is. So, the advertising companies are going to have to figure out how to find another way to track the user, because it seems that Safari’s impact on the browser market is more important than one might think.