Apple's latest Safari update cuts off ad-tracking companies, raising concerns of industry-wide losses
Reported by Eric Mandell
45
News
TLDR
Apple's Safari update blocks third-party ad trackers, echoing previous crackdowns that cost the industry billions.
Apple's latest Safari software update has cut off third-party ad trackers from functioning within the browser, repeating a pattern of tracking restrictions Apple has imposed in 2017 and 2021—the latter costing Meta alone roughly $10 billion in a single year. The block, implemented without advance notice and targeting major companies in the ad industry, runs on an Apple-controlled allowlist that few outside the company can access, leaving ad execs uncertain about the scope of the damage.
Topics:Paid Search & Advertising
Was this useful?