Marketers must adjust to the new reality in which certain audience data is now closed to them. ?The fundamental challenge facing marketers with this latest release is visibility into how their digital marketing is performing, said Ryan Storrar, svp and head of media activation for Europe, Middle East and Africa at Essence. ?ITP 2.1 is the latest chapter in this story. There are steps that can be taken to limit the impact in the short-term, but, more broadly, a post-cookie world is clearly on the horizon and marketers need to get ready.? […]
Like most things in digital, workarounds will be found for the current update, and so more iterations will follow. ?Given Apple?s aggressive attitude towards this issue, it seems like the idea of persistent cookies in Safari, for cross-site tracking purposes, will eventually be a thing of the past,? said Ratko Vidakovic, founder of ad tech consultancy AdProfs. DigiDay | Jessica Davies

Steve Jobs würde es ein Katz-und-Maus-Spiel nennen: Safari implementiert ?Anti-Tracking?-Features und die Ad-Industrie kontert mit neuen Workarounds (und jammert weiter über Millionenverluste).
Es bleibt jedoch wichtig zu betonen, das Apple mit ihrem eigenen Webbrowser per se keine Werbetafeln blockt, sondern versucht langfristiges (!) Tracking zu erschweren. Apple argumentiert nicht für ein werbefreies Netz oder gegen werbefinanzierte Dienste, sondern nennt ganz spezifisch die Privatsphäre ein ?fundamental human right?.
Große Worte"...