Apple devices are expensive, not just iPhones but Macs as well, so in most cases, these users are associated with people with significant incomeTherefore, many advertisers want to reach them before users of other platforms, whether mobile or desktop.
However, with the introduction of new privacy features in Safari two years ago, advertisers are less and less interested in Safari users, because there is no way to track the data that allows you to target your ads, one of the virtues of online advertising.
As we can read in The Information, citing different sources, the online publishing industry affirms that the tracking system implemented in Safari has been surprisingly effective in order to prevent websites from knowing what users do when they browse the internet.
The main effect is found in the cost for advertisers who target their ads in Safari, cost that has been significantly reduced, while that of Chrome users continues to rise year after year.
Specifically, the cost of trying to reach Safar usersi has fallen by 60% in the last two years, according to the online advertising company Rubicon Project. Although initially this may be good news for advertisers, it really is not, since they cannot launch campaigns focused on specific demographics, such as the highest income groups.
In the United States, where iOS and Android share the quota equally, it is where if the implementation of the Safari anti-tracking system has had more impact, and although it is possible to deactivate it, only 9% of users do so. While Safari has a market share of 13% worldwide, Google Chrome is used by 79% of Internet users, a browser that allows users to track the browsing habits of their users on mobile devices and on mobile devices. desktop through cookies.
