No tracking, no revenue: Apple's privacy feature costs ad companies millions

Ad-tech firm Criteo likely to cut its 2018 revenue by more than a fifth after Apple blocked 'pervasive' tracking on web browser Safari

Internet advertising firms are losing hundreds of millions of dollars following the introduction of a new privacy feature from Apple that prevents users from being tracked around the web.

Advertising technology firm Criteo, one of the largest in the industry, says that the Intelligent Tracking Prevention (ITP) feature for Safari, which holds 15% of the global browser market, is likely to cut its 2018 revenue by more than a fifth compared to projections made before ITP was announced.