Some advertisers are showing their discontent against the new feature, which Apple incorporated in Safari 11. This discontent have been in the form of an an open letter to Apple. The new feature, which have been incorporated to Safari 11 is named Intelligent Tracking Prevention or ITP in short. Some of the advertising associations, which took this step against Apple, are, 4As, Association of National Advertisers and Interactive Advertising Bureau.
ITP or the Intelligent Tracking Prevention, will prevent the advertising companies, to gain access to the saved cookies on a person’s device. This was a major source for marketing companies, to track and manage their ads. This is a major setback for such companies. This will also really hurt the advertising industry’s economic model. This new feature was unveiled by Apple, saying, ‘It’s not about blocking ads, but your privacy is protected.’
The market is a playground for advertisers, they target and track ads for their consumers, so that they know, what their consumers would want. In this new age where Facebook and Google almost make 90% of the advertising area, these advertisers fear that this will be bad for their business. And no wonder, Google may also follow the steps of Apple. We can see an ad-blocking feature by next year added to the Chrome web browser. A copy of the letter was obtained by the site Adweek, which goes like, “Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful. Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice.”