![]() Its main competition comes from Google’s Chrome. Safari has around half of the mobile browser market in the U.S., albeit a much smaller (13%) desktop share. This is having a real impact on advertising. “The cost of reaching Safari users has fallen over 60% in the past two years-meanwhile ad prices on Google’s Chrome browser have risen slightly.” Somewhat ironically, some of the most affluent consumers out there cannot now be micro-targeted and so their value has diminished. But, given its scale, Apple’s measures have been “stunningly effective.” According to a report in the Information-“advertisers have largely lost the ability to target people on Safari,” and, as such, the cost of targeting those users has plummeted. Apple has credited Mozilla’s anti tracking policy in the past for helping to shape its own. All of which has resulted in an advertising sea change for Safari. ![]() In August, the Cupertino giant even publicly warned that “web-tracking Safari users will be treated like hacking,” with advertisers told that any attempts to circumvent the company’s user protections would lead to expulsion from the platform. Apple’s Intelligent Tracking Prevention was launched just over two years ago, and has been constantly updated since. Apple has been leading the charge against the scourge of ad trackers that sneak around behind our web history, recording data and making assumptions.
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