The user that data companies can see will get limited due to Apple adding features to its web browser Safari and this has caused the advertising trade groups to admonishing Apple.
Claiming Apple’s move could make online advertising worse and deprive media companies of revenue and arguing against the changes, the move caused six major advertising trade associations to publish a letter.
An “Intelligent Tracking Prevention” feature is included in Apple’s Safari 11 web browser, which is expected to be released Sept. 19. It only lets companies digitally follow people for 24 hours after they visited a website as it is able to identify tools that are tracking users, like cookies.
What advertisers do to their data and how much advertisers know about them have raised concerns among the public and Apple’s move is at least partially in response to those increasing concerns.
615 million devices around the world were using some sort of ad blocker in December 2016, according to anti-ad-blocking software company PageFair. they would stop going to a website requiring them to turn off their ad blocker, said a majority of people surveyed by PageFair.
Apple’s move also prevents advertisers from targeting specific users — the main attraction of digital advertising — and measuring how well their ads are doing even while the move provides some protections for user privacy.
Lately the relationship between Apple and the advertising industry had been mixed of late. Some apps from its App Store which install “root certificates” was removed by it in October 2015. “Root certificates” are a move friendly to the digital ad industry and is a security measure that helps ad-blocking software follow its users. However, since iOS 9 that blocks ads and pop-ups, among other things, it has also included software on Safari.
Most content online is paid for by advertising. Media companies can’t get revenue to pay for articles and other services they provide due to blocking ads and advertisers which hurts them. According to Juniper Research, up to $27 billion by 2020 would be the cost to online publishers by ad blocking.
Apple is placing its own standards on what data can be shared with third-parties instead of letting the users choose which has also raised concerns.
In addition, based on what they spend time online doing, allowing access to user data allows companies to show ads specifically aligned to user tastes, advertisers argue. Companies fear they won’t be able to customize ads if Safari 11 limits access to user data. Advertising would become less personalized and more random.
“Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love,” said the letter the ad industry sent to the tech giant.
There are also others in this. Ad-blocking software to its browser is also being planned to be added by, it has announced. Users who visit a site that doesn’t allow the software to either turn off their ad blocker or pay a pass that removes all advertising content will be prompted an ad-blocker by Google’s “Funding Choices” program.
(Adapted from CNBC)