Initially, many advertisers believed they had found a technological way around some of the restrictions put in place by ITP. Criteo, which took advantage of that loophole, had initially expected revenue to drop by only 9-13%, the company said. But in December, Apple closed that work-around on its mobile devices as part of the iOS 11.2 update, causing the ad-tech firm to update its projected impact to its current estimate of 22% “relative to our pre-ITP base case projections”.
Unlike Safari’s ITP, however, Chrome’s adblocker has been created in partnership with the ad industry. The feature only blocks what the company calls “intrusive ads”, such as autoplaying video and audio, popovers which block content, or interstitial ads that take up the entire screen.
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https://www.theguardian.com/technology/2018/jan/09/apple-tracking-block-costs-advertising-companies-millions-dollars-criteo-web-browser-safari
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