Apple’s ITP feature for Safari has caused companies to lose millions of dollars by causing their advertising companies to lose their advertisers.
Safari, Apple’s own web browser, does not even have a 15% share in the global browser market, despite the incredible sales figures of iPhones looking at the paper, being the clear leader in the iPad’s field, and Macs still a very serious brand. As a result, ITP (Smart Warming Protection) feature introduced by Apple a few months ago did not sound so much.
If you are going to ask what the ITP is; we can simply call it a feature like an ad blocking. Apple does not want its users to be watched by online advertising companies, and with ITP, advertising companies monitor users and prevent data aggregation. As a result, advertising companies cannot show ads specifically to the user, and they lose money when they can not show ads.
When the ITP emerged in June, the first time we passed, the advertisers were very nervous and some of them had ads. As such, online advertising companies, whose revenue is mainly derived from advertisers, suffer hundreds of millions of dollars in damages. On the one hand, companies are trying to negotiate with Apple while they are looking for ways to overcome ITP.
Dennis Buchheim, General Manager of Technology Labs at Interactive Advertising Bureau, a non-profit organization, said that the ITP could affect the entire advertising industry. Because many online advertising companies have already issued a public letter to Apple to reassess their plans for the ITP.
According to advertising companies, ITP can completely disrupt the digital advertising ecosystem, which is the largest source of revenue for today’s digital content. Apple insists that the ITP is not concerned with ad blocking, but says that the ITP only protects user privacy in today’s increasingly ad targeting and user tracking.