Online Ad Targeting

Two years ago Apple introduced Intelligent Tracking Prevention for Safari browser in mobile and desktop.
This meant that advertisers lost the ability to target ads on Safari.
It has been remarkably successful – the cost of reaching Safari users has fallen 60% in the last two years, while other browsers have risen.
That is a huge change in the landscape especially in mobile where Safari market share is 53% and tend to be higher value eyeballs.