Apple's privacy features in Safari are shaking up the advertising market

Two years ago, Apple unveiled Intelligent Tracking Prevention for Safari which aimed to protect users of the browsers from unwanted tracking. It was yet another in a long-running move towards more privacy on behalf of the company for its customers, and this technology, in particular, seems to be having a major impact on the advertising industry. In a report by The Information, executives within the online publishing industry have said that the technology has been "stunningly effective" at preventing companies from identifying users' behavior across the web. One executive says that it has led to a devaluing of Safari users. On the other hand, it has also created somewhat of a discount market for those who want to save on advertising, as long as buyers are okay with the data being less precise. The Information reports that the cost of reaching a Safari user has dropped as much as 60% while Chrome users continue to get more expensive.

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