How Apple is changing the internet as we know it

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Among the many new features introduced in iOS 18, iPadOS 18, and macOS Sequoia, a small tool integrated into Safari has particularly raised the concern of online advertising players and publishers. Distraction Control, that's its name, allows you to very simply erase any element present on a website. Coupled with the App Tracking Transparency feature and the end of third-party cookies on the browser, it is disrupting the economic model of the Internet.

A need for consultation

Distraction Control allows users to personalize their browsing experience by hiding specific elements on web pages. This ranges from advertisements to identification banners and consent pop-ups. According to Apple, this feature cannot be compared to an ad blocker, because it must be configured proactively by the Internet user, and this on each site they visit.

Nevertheless, such a device integrated directly into the browser and configurable in an ultra-intuitive way raises questions within the advertising industry. In France, it took action in October, by publishing an open letter to ask the brand with the apple to suspend the deployment of the tool. “We collectively believe that this threatens the economic balance of media and content providers, facilitates the manipulation of information, and weakens the compliance of stakeholders with European data protection regulations “, the signatories indicated at the time.

Two months later, the situation has not changed. ” What is regrettable is that Apple is acting in isolation, without consultation. Regardless of the collateral damage and the consequences that will result “, comments Stéphane Dupayage, chief product officer at Ogury, a company specializing in advertising technology.

He takes the example of Google, which, when it wanted to end third-party cookies on Chrome, began discussions with the industry so that everyone would benefit. However, this strategy must be put into perspective: Google Chrome holds 64% of the market share in the browser sector, and the Mountain View firm has no choice but to consult the industry. Safari, for its part, holds 20%.

What are the repercussions for the industry??

The repercussions of a tool like Distraction Control are multiple. “Some sites are affected if consent cannot be obtained. They need it to operate, whether on the statistical part or on the very construction of the platform. For example, without consent to understand the interests of the user, it is difficult to propose or promote effective things ,” the executive argues. Apple, for its part, explains that when a user decides to hide or close the cookie consent banner, the website will behave as if it had been ignored.

Similarly, it is becoming increasingly difficult for advertisers to reach Apple product users, “ a different typology ” compared to Android device owners, explains Stéphane Dupayage. Publishers also suffer from a potential loss of revenue, although it is often reinvested on other platforms, creating scarcity and increasing advertising costs. “I think that 90% of advertising investments today are in Chrome versus Apple“, specifies Stéphane Dupayage.

The feature also raises questions about the regulatory aspect. According to the signatories of the open letter, it ”  jeopardizes compliance with European data protection regulations and weakens publishers' business models “. They cite, among other things, the Digital Markets Act (DMA), whose objective is to combat anti-competitive practices within the European Union (EU), with Safari being designated as a gatekeeper under this law. The browser is subject to strict rules that ensure a healthy competitive environment.

Distraction Control joins other controversial Apple features, including the end of third-party cookies on Safari and App Tracking Transparency (ATT). Introduced in 2021, it requires apps on iOS to explicitly ask for users’ permission before tracking their activity across other companies’ apps and websites, for advertising or data-sharing purposes.

It shook the industry. “It’s extremely restrictive,” admits the former Criteo executive. A constraint that is added to the measures to be put in place to comply with European laws, already known to be strict in this area.

Confidentiality remains a crucial issue

These increasing restrictions, which also impact the way advertisers measure the performance of their campaigns, pose a real challenge for the future of the free Internet. Advertising is one of the sources of revenue for many sites, undermining their business model. This pushes the ecosystem towards a system where publishers would be forced to charge for access to content or to use more cumbersome advertising formats, directly affecting the online user experience.

For example, by forcing Internet users to watch an advertisement in its entirety or for several seconds. Just look at what's happening in the app market, notes Stéphane Dupayage, with ads that are forced on users.

For its part, Apple is categorical: data confidentiality and privacy are considered top priorities. “There is an interest in promoting data confidentiality and privacy policy. It is a crucial issue to be respectful of users' privacy. What Apple is doing highlights a number of important elements in this area “, admits the expert. The goal now is to find a balance between confidentiality and sustainable financing of the free Internet: a concerted solution between stakeholders seems essential to meet these challenges.

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