Apple’s Intelligent Tracking Prevention in Safari Browser Works Extremely Well

From: The Information

In a report by The Information, it appears that the attempts by Apple to prevent long-term and cross-site tracking of those using its Safari browser are having success. The fact that advertising costs targeted at Safari users have fallen, whilst those targeted at Chrome users have risen

The cost of reaching Safari users has fallen over 60% in the past two years, according to data from ad tech firm Rubicon Project. Meanwhile ad prices on Google’s Chrome browser have risen slightly.

The inability to target demographic or repeat usage, or correlate ads to traffic to other sites means that data is difficult for advertisers to gather on Safari users, and is, therefore, less useful (and costs less) to them. This is an indicator that a user’s privacy is better established and maintained when using Safari than Chrome.

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