Apple announced the introduction of its ad-blocker on safari in June this year. With iOS11 underway, the Intelligent Tracking Prevention is going to be more robust. Advertisers are concerned.

Tracking is fundamental to online advertisers: thanks to the navigation and other data collected by browser cookies, these online advertisers can easily target Internet users.

The result: more relevant advertisements tailored to the concerned or related audience and allowing a better rate of conversion – meaning more cash for advertisers. But Apple has decided to put a stop to this practice, which is coming soon on the tech giant’s browser, Safari.

The new versions of Safari will include a feature called Intelligent Tracking Prevention, which is supposed to provide better privacy protection for users of the browser. For advertisers, this decision is counterproductive, and will reduce their earnings.

What is Apple’s Intelligent Tracking Prevention about?

Intelligent Tracking Prevention

The new function included in Safari will be launched with iOS11 and Mac OS High Sierra on September 19 and 25, 2017 respectively. This feature will prohibit certain data collections but, above all, will delete some of the users’ browsing data: meaning advertisemers might only be able to use this data within a 24 hour period.

For Apple, it is a feature that they will not fail to bring out. The tech giant believes that internet users are starting to get tired of their personal data being recorded and used. Safari could become the preferred browser for those privacy-conscious internet users, which would allow Apple to regain market share in browsers.

But whiles Apple is concerned about the privacy of internet users, and ultimately its goal of regaining some market share in the browser industry, there’s a group that’s completely unhappy about this – those who make a living out of online advertising.

Online advertising industry rebels

ad blocking

In a letter sent to Apple on September 14, 2017 and spotted by AdWeek, 6 major advertising groups strongly criticized this decision. Though Apple announced the change in July 2017, online advertisers may have hoped that the giant does not actually implement this change.

According to the industry, Apple’s choice is purely unilateral and risks hurting the industry. The advertisements displayed by the browser will indeed be less relevant and more generic. The conversion rate and the click-through rate will therefore be affected, which will in fact reduce the revenues of the sector but also the revenues of the sites that make a living from advertising.

Nevertheless, Apple is not the only giant to take action against online advertising: Google, which develops Chrome, the most used browser in the world, announced its intention to integrate an adblocker directly into the settings, though the release date has not been known.

Where do you see the future of online advertisers?