“Apple users are more valuable [to advertisers] based on demographics, being higher income, et cetera,” said Jason Kint, CEO of industry trade group Digital Content Next. He argues that Safari users have been “wrongly devalued” in the short term and says marketers just need to find better ways to reach them online. As an example, Kint points to ads that relate to the articles someone is reading—contextual advertising—as a format that doesn’t run afoul of privacy issues. He says the format is growing and credits Apple’s clampdown for one reason.
Amen. Targeted advertising, for me, has never really provided any amazing value over your more standard ad placement. As much as I love seeing ads on every page I visit for the thing I already bought on Amazon, I’d prefer to see ads the publishers stand by on some level.