Apple's latest anti-tracking feature in Safari takes toll on digital advertising

Apple's latest anti-tracking feature in Safari takes toll on digital advertising

The anti-tracking feature embedded in the newest version of Apple's Safari browser is causing pain among marketers, making it harder to calculate the return-on-investment for digital ads, industry experts say. "ITP 2 will have a huge impact on attribution when a user is exposed to an online ad while using a Safari browser," Harris says.