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Two years ago, the apple company pleased all users Safari by integrating a smart anti-tracking tool. According to recent reports, it seems that this tool has been Applu works absolutely great. Many large marketing companies that deal with ad targeting confirm that it is almost impossible to target users Safari advertising targeting. This news comes from The Information, which delved into how Apple protects its users against tracking, and how the conditions for creating targeted ads have changed.

Big names in the online publishing industry say he was Apple together with the integration of an intelligent anti-tracking tool, it is hugely successful. AppThis has prevented users from being tracked, so that websites displaying ads do not know what users do on other websites. As a result, for example, the interest in targeting ads to the browser Safari decreased by up to 60%, while in the case of Google Chrome increased. Declining interest in targeting ads to Safari is responsible for the tool against tracking users across the web. The tool has a great influence especially in the United States, where people use it to browse the web Safari in more than 50% of cases. Although users can turn off the smart anti-tracking tool in the settings, most people obviously don't do so.

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"Only 9% of users Safari v iOS allows websites to track them. As for the web version Safari, so here it is around 13%. If we take Google for comparison Chrome, in this case, websites can track users and their behavior on the website up to 79%," says Nativo, a company that sells software for selling online ads. If you have the smart anti-tracking tool active, it means that you will mainly see less personalized ads on the website. However, other services that use it to target ads can benefit from this tool. cookies (for example Facebook whether Amazon). If we look at the results of companies taking care of Online marketing, for example, Criteo reported a loss of up to $2017 million in the fourth quarter of 25 due to an anti-user tracking tool. According to other online advertising executives, these companies should adapt and find another way to precisely target ads.

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