Will Apple Allow Ad Erasure?
I started this newsletter almost 4 years ago, with the goal of making learning about AI in advertising, media and marketing more accessible. Since then, we’ve grown to thousands of subscribers, and while I remain true to the core of AI in advertising, media, and marketing, sometimes I like to highlight some innovations in technology, too!
With this one, we get a little bit of both! Apple's World Wide Developer Conference (WWDC) is always a landmark event in the tech calendar. Among the many announcements expected, the beta rollout of iOS 18 stands out. Dubbed “Crystal,” this update is set to revolutionize the iPhone experience with a slew of new features heavily centered around artificial intelligence (AI).
One of the biggest developments is an enhanced version of Siri. Leveraging generative AI similar to ChatGPT, the new Siri promises more natural conversations and personalized responses tailored to individual usage patterns. Apple seems to be following the AI integration trend, similar to how Meta and Google have recently integrated AI into their search features.
However, one of the more salacious rumored updates falls in line with a previous update (iOS 14), which allowed users to opt out of web tracking.?iOS 18 may introduce a feature called Web Eraser, designed to give users control over which parts of websites they see. More specifically, it allows them to eliminate the parts they don't want to see.
Unsurprisingly, one of the first targets for this new tool is expected to be web-based ads. This potential shift has alarmed the News Media Association (NMA) , which represents UK-based newspapers. They fear that the widespread use of Web Eraser to block ads could significantly impact the revenue streams that many publishers rely on.
The NMA has voiced its concerns to Apple, highlighting that advertising is crucial for funding journalism. While Web Eraser isn't exclusively aimed at ads, its ability to selectively hide website content poses a threat to ad-supported online publishing.
The NMA's letter underscores the blunt nature of ad-blocking tools, which can disrupt content creators' ability to sustain their work and deprive consumers of valuable information. As the iOS 18 update looms, the media industry watches closely, worried about the implications for their digital ad revenues.
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But I do have to call out one good thing: iOS 18 also introduces RCS support, bridging the age-old war and communication gap between iPhone and Android users with features like high-resolution media sharing, improved group chats, and enhanced encryption. Good thing, too, because I’m team green text. ???
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