Safari Ad Prices Tumble as Apple Focuses on Privacy Features

iPhone X Reading In Safari

Apple products are known to offer superlative privacy as opposed to others. The company has resisted authorities when it comes to privacy and until now has maintained its stance on certain issues pertaining to privacy. A couple of years back, Apple introduced Intelligent Tracking Prevention feature which blocks websites from tracking users. A new report sheds light on how it has proven to be a stumbling block for advertisers.

The Information has published a report that claims Apple’s efforts to stop advertisers from trackers has been very successful for far. On the flip side, it also means that it is much more difficult for advertisers to serve their ads. Apparently, the cost for advertisement on Safari has dropped while the same has surged for Chrome.

With all the tracking missing, it looks like Safari might not be preferred by advertisers. Meanwhile, the price of advertising on Safari has also gone down considerably. This doesn’t come as a surprise, especially since advertisers cannot target ads based on demographics or earning potential.

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 slightly.

Interestingly, not many people in the U.S opt off Intelligent Tracking Prevention.

Only about 9% of Safari users on an iPhone allow outside companies to track where they go on the web, according to Nativo, which sells software for online ad selling. It’s a similar story on desktop, although Safari has only about 13% of the desktop browser market. In comparison, 79% of people who use Google’s Chrome browser allow advertisers to track their browsing habits on mobile devices through cookies. (Nativo doesn’t have historical data so couldn’t say what these percentages were in the past.)

Our Take

I don’t loathe anonymized tracking. On the other hand, I would also prefer that the ads are not intrusive in nature, as long as I am concerned it is a big turn off. I have also experienced that switching off trackers will lead to unrelated ads popping up. Lastly, ad firms are losing and set to lose revenue as ad-blockers and other tools get powerful.

Do you feel targeted ads invade your privacy? Let us know in the comments below.

via [9to5 Mac]