Publishers Are Already Feeling Pain From Apple’s Move Against Ad Tracking
Programmatic publishers’ ad rates have taken a hit since Apple updated its Safari browser last month to prevent third parties from tracking users for more than 24 hours after a user visited a website. Although Apple’s move hurts publishers reliant on third-party data that advertisers depend on to target niche audiences at scale, publishers that sell their inventory directly say they aren’t affected by the Safari update.
“It has already had an impact on our revenue, and that will only be compounded as adoption [of Safari’s update] increases,” said Paul Bannister, co-founder of CafeMedia, which sells more than half of its impressions programmatically. “It’s hard to quantify what it will end up as since it’s so early still and lots of other variables are at play, but it’s a [measurable] impact.”
Because users didn’t update their operating systems all at once and Apple released the update near the end of a quarter, when ad rates tend to be higher, gauging the impact of Safari’s tracking change isn’t as simple as comparing monthly CPMs. Apple did not reply to an interview request for this story.