Among the many new features introduced on iOS 18, iPadOS 18 and macOS Sequoia, a small tool integrated into Safari has particularly aroused 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 functionality and the end of third-party cookies on the browser, it is revolutionizing the Internet economic model.
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 to consent pop-ups. According to Apple, this functionality cannot be compared to an ad blocker, because it must be configured proactively by the Internet user, on each site they visit.
Despite everything, such a device integrated directly into the browser and configurable in an ultra-intuitive manner raises questions within the advertising industry. In France, it took action in October, publishing an open letter to ask the Apple brand to suspend the deployment of the tool. “ We collectively consider that this threatens the economic balance of media and content providers, facilitates the manipulation of information, and weakens the compliance of actors with European regulations on data protection. », then indicated the signatories.
Two months later, the situation has not changed. “ What is regrettable is that Apple is acting in its own corner, without consultation. Regardless of the collateral damage and the consequences that will result from it », 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 put an end to third-party cookies on Chrome, began discussions with the industry so that everyone could benefit. This strategy must however be put into perspective: Google Chrome holds 64% of the market share in the field of browsers, the Mountain View firm has no other choice but to consult the industry. Safari, for its part, owns 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 construction of the platform itself. For example, without consent to understand the user’s interests, it is difficult to offer or promote effective things », argues the manager. 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.
Likewise, it is becoming increasingly difficult for advertisers to reach users of Apple products, “ a different typology » compared to owners of Android devices, explains Stéphane Dupayage. Publishers also suffer from potential revenue loss, although this is often reinvested on other platforms, creating scarcity and increased advertising costs. “ I think 90% of advertising investments today are in Chrome versus Apple », specifies Stéphane Dupayage.
The functionality 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 others, the Digital Markets Act (DMA), the objective of which is to combat anti-competitive practices within the European Union (EU), 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 Apple features that have caused controversy, 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 the user for permission before tracking their activity across other companies’ apps and websites, for advertising or data sharing purposes.
She shook the industry. “ It is extremely restrictive », admits the former Criteo employee. A constraint which is added to the measures to be put in place to comply with European laws, already known to be strict in the field.
Confidentiality remains a crucial issue
These growing restrictions, which also impact the way advertisers measure the performance of their campaigns, pose a real challenge for the future of free Internet. Advertising constitutes one of the sources of income for many sites, undermining their economic model. This pushes the ecosystem towards a system where publishers would be forced to charge for access to content or use more cumbersome advertising formats, directly affecting the online user experience.
For example, by forcing Internet users to view an advertisement in its entirety or for several seconds. Just look at what is happening on the applications market, notes Stéphane Dupayage, with ads that are imposed on users.
For its part, Apple is categorical: data confidentiality and respect for privacy are considered top priorities. “ There is an interest in promoting data privacy and privacy policy. It is a crucial issue to be respectful of user privacy. What Apple is doing highlights a number of important elements in this area », admits the expert. The objective now is to find a balance between confidentiality and sustainable financing of free Internet: a concerted solution between stakeholders seems essential to respond to these challenges.
