As one feature Safari has spoiled plans of the whole industry


Internet advertising companies lose hundreds of millions of dollars due to the banned tracking feature which appeared in Safari with the release of iOS 11 and macOS High Sierra. This is reported by The Guardian with reference to the study of the consulting agency Criteo.

"The function of banning user tracking on the Web, which appeared in Safari, is likely to reduce the income of companies specializing in advertising on the Internet, by 1/5 compared with the period when [функция] was not yet is available, "experts predict.

Dennis Buxheim, senior vice president of the Interactive Advertising Bureau technical laboratory, agrees with the position of Criteo researchers. "We expect that a number of companies will face negative consequences of the introduction in Safari of the function of prohibiting the tracking of user actions," he says.

According to Buchheim, Apple's decision not only harms selected industry representatives, but also runs the risk of violating the existing economic model on the Internet. Of course, he notes, advertising companies will continue to resist the prohibition of tracking, coming up with workarounds.

Do you use the Tracking Ban function?

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As one feature Safari has spoiled plans of the whole industry

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