Annonsörer arga på Apple för cookie-blockering i Safari. Anser att den sabbar deras ekonomiska modell.

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Annonsörer arga på Apple för cookie-blockering i Safari

Anser att den sabbar deras ekonomiska modell

Tidigare i år meddelade Apple att man skulle implementera en funktion i sin webbläsare Safari som begränsade företag och andra från att använda cookies i den utsträckningen man ville. Detta har nu USA:s största annonsörs-organisationer kommenterat och de är mycket kritiska mot Apple. De säger bland annat att det kommer att försämra användarupplevelsen och sabotera vissa företags ekonomiska modell.

Safari använder sig av ett system som kallas för "Intelligent Tracking Prevention" vilket gör att annonsörer enbart kan göra så kallad retargeting-annonsering inom 24 timmar efter det att användaren fått cookien på en webbsajt. Retageting-annonsering innebär att användare får annonser för saker som de tidigare visat intresse för. Till exempel så kanske en användare varit inne på en sajt och kollat in en speciell klocka och därefter kommer det att dyka upp annonser för den klockan på Facebook, Google och andra sajter där det publiceras annonser.

Apple försvarar dock sitt beslut om att göra det svårare för annonsörer att spåra och följa användare. Till The Verge säger Apple i en kommentar:
"Apple believes that people have a right to privacy — Safari was the first browser to block third-party cookies by default and Intelligent Tracking Prevention is a more advanced method for protecting user privacy. Ad tracking technology has become so pervasive that it is possible for ad tracking companies to recreate the majority of a person's web browsing history."

Ni hittar det fullständiga brevet från de sex amerikanska annonsörs-organisationerna nedan.

September 14, 2017

An Open Letter from the Digital Advertising CommunityThe undersigned organizations are leading trade associations for the digital advertising and marketing industries, collectively representing thousands of companies that responsibly participate in and shape today’s digital landscape for the millions of consumers they serve.We are deeply concerned about the Safari 11 browser update that Apple plans to release, as it overrides and replaces existing user-controlled cookie preferences with Apple’s own set of opaque and arbitrary standards for cookie handling.Safari’s new “Intelligent Tracking Prevention” would change the rules by which cookies are set and recognized by browsers. In addition to blocking all third-party cookies (i.e. those set by a domain other than the one being visited), as the current version of Safari does, this new functionality would create a set of haphazard rules over the use of first-party cookies (i.e. those set by a domain the user has chosen to visit) that block their functionality or purge them from users’ browsers without notice or choice.The infrastructure of the modern Internet depends on consistent and generally applicable standards for cookies, so digital companies can innovate to build content, services, and advertising that are personalized for users and remember their visits. Apple’s Safari move breaks those standards and replaces them with an amorphous set of shifting rules that will hurt the user experience and sabotage the economic model for the Internet.Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love. Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful. Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice. As organizations devoted to innovation and growth in the consumer economy, we will actively oppose any actions like this by companies that harm consumers by distorting the digital advertising ecosystem and undermining its operations.We strongly encourage Apple to rethink its plan to impose its own cookie standards and risk disrupting the valuable digital advertising ecosystem that funds much of today’s digital content and services.Signed,American Association of Advertising Agencies (4A’s)American Advertising Federation (AAF)Association of National Advertisers (ANA)Data & Marketing Association (DMA)Interactive Advertising Bureau (IAB)Network Advertising Initiative (NAI)