For the second time in as many years, internet advertisers are facing unprecedented disruption to their business model thanks to a new feature in a forthcoming Apple software update. iOS 11, the latest version of Apple’s operating system for mobile devices, will hit users’ phones and tablets on Tuesday. It will include a new default feature for the Safari web browser dubbed “intelligent tracking prevention”, which prevents certain websites from tracking users around the net, in effect blocking those annoying ads that follow you everywhere you visit. The tracking prevention system will also arrive on Apple’s computers 25 September, as part of the High Sierra update to macOS.
- Safari is used by 14.9% of all internet users, according to data from StatCounter.
- Tracking of users around the internet has become crucial to the inner workings of many advertising networks.
- Six major advertising consortia have already written an open letter to Apple expressing their “deep concern” over the way the change is implemented
- “Apple’s Safari move breaks those standards and replaces them with an amorphous set of shifting rules that will hurt the user experience and sabotage the economic model for the internet.”
I feel that Apple has taken a really bold, independent decision here that is solely intended to improve the experience that their users have.
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