Apple’s iPhone Anti-Tracking Tech Causes Major Financial Hit to Ad Firms

Apple’s new Intelligent Tracking Prevention (ITP), which was announced in June 2017 and introduced with iOS 11 in September on iPhone and iPad, is causing a major financial hit for ad firms, whose revenues collapsed just because they’re no longer capable of tracking users online.

One of the largest players in this industry, Criteo, says it expects ad firms to lose hundreds of millions of dollars following the introduction of ITP, and it already reduced its 2018 forecast by a fifth.

In a statement for The Guardian, the general manager of the Interactive Advertising Bureau’s Tech Lab, Dennis Buchheim, criticized Apple for its approach, explaining that Cupertino is continuously looking to improve the tracking protection with features that will have an even bigger impact on the ad industry.

“We expect a range of c… (read more)

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Juniya Sankara

Juniya Sankara

A web developer, programmer, Mac OS X fanatic. I also love comic books, sports and I enjoy researching history facts. My role on MacHeat.com is to make sure everything works 24/7.