[rpastuszak]

> I'm currently imagining a future where publishers start to just redirect iOS traffic to install their app, where they can actually make money. Good news for the walled garden, I guess?

Some might? The situation has been getting worse for the past 1-2 years, so this is just another nail in the coffin. There are different strategies here: subscriptions, micropayments, premium/free content split, <stick anything that Guardian tried to do here...>

Less creepy, and genuinely useful forms of targeting exist (e.g. contextual targeting). There's just not enough momentum in the AdTech industry to shift. These could work just fine.

In other words, what WebKit is trying to achieve is good news for us.

Publishers so far seem to have given up on the higher CPMs coming from non-targeted ad calls on Safari. Additionally, they would be more than happy to skip ads completely if a different, stable source of revenue existed. There's a bunch of startups dealing with monetising publisher content without ads (Scroll, Blendle, etc...).