Apple's Safari block hits ad tech early, with publisher losses still small

Key points

• Aditude says Safari on iPhones and iPads makes up 11.7% of ads shown by its customers.
• Among readers on the latest update, eCPMs fell 10.5%, but only about 8% of users have upgraded so far.
• Aditude estimates the overall revenue hit at about 1% for now, with publishers expecting larger impact as updates spread.
• Subscription-led news publishers report no impact yet, while the block lands at the start of the fourth quarter.

Why it matters for marketers: Marketers and content teams should check which Safari-dependent vendors and identifiers they rely on, since Apple's list can change with little warning.