Current Events > Apple's latest anti-tracking feature in Safari takes a toll on digital adverts

(+) Yeah! (+)

The anti-tracking feature embedded in the newest version of Apple's Safari browser is causing pain among marketers, making it harder to calculate the return-on-investment for digital ads, industry experts say. The version, released 10 weeks ago, completely prevents tracking cookies from working in the open web.

The featureblandly dubbed "Intelligent Tracking Prevention," or "ITP 2" is the second major iteration of its anti-tracking tool, which was first introduced last year. The update prevents marketers from targeting Safari users across the web. For example, someone who visits Nike's website can't be targeted elsewhere on the web, such as Google search or the New York Times website.

The same logic applies when someone abandons items in their shopping cart. Metrics and conversion rates, meanwhile, are likely to remain a mystery with Safari users.

Safari is the dominant browser in the U.S., capturing more than 50 percent market share on mobile. Its efforts to prevent tracking cookies may upend things such as multi-touch attribution, which informs marketers how effective their ad spend is across channels.

Source/More Reading:
https://adage.com/article/digital/apple-s-itp-2-starting-a-huge-impact-advertisers/315476/

The article just goes a bit more into how it will ultimately damage Facebook & Google advertising ecosystems. I personally already use a product called Ghostery that's supposed to disable trackers but I'm not sure if it accomplishes the same thing as this.

What do you think? Is this a bad idea or a good idea? Do you use anything like Ghostery or Privacy Badger (from EFF) to prevent tracking?
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Kombucha posted...

What do you think? Is this a bad idea or a good idea?

The last time Apple had a good idea Steve Jobs was still alive and was saying "Now there's two types of PC that I hate."
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