Apple’s Privacy Feature in Safari Costs Ad Companies Millions

Alex Hern, writing for The Guardian,

Internet advertising firms are losing hundreds of millions of dollars following the introduction of a new privacy feature from Apple that prevents users from being tracked around the web.

The feature in question is Safari’s ability to prevent cross-site tracking.

Advertising technology firm Criteo, one of the largest in the industry, says that the Intelligent Tracking Prevention (ITP) feature for Safari, which holds 15% of the global browser market, is likely to cut its 2018 revenue by more than a fifth compared to projections made before ITP was announced.

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