At the WWDC 2024, Apple representatives did not mention Web Eraser. This is an anticipated privacy feature based on artificial intelligence, previously announced for iOS 18. Despite this, many believe that Apple will soon release this feature in one of the Safari updates.

There were many interesting things at WWDC 2024. Apple introduced Apple Intelligence, a set of AI-based features to enhance the user experience through personal context. Among the key news were an improved Siri and integration of ChatGPT into Apple devices. These updates promise a revolution, as well as new ways for advertisers to interact with users.

Many were surprised by the absence of news about Web Eraser in iOS 18 for Safari. This AI and Apple Ajax language model-based tool helps remove unwanted site content for users, including ads. Representatives of the advertising industry are concerned that this could affect both content availability and revenue.

AdMonsters invited Vegard Johansen, Product Director at eyeo, as an expert.

Apple did not mention Web Eraser at WWDC and seemingly does not intend to include it in iOS18. Can you explain why the industry is so worried about Web Eraser and what it could mean for publishers?

Complete ad blocking has always been a problem for the industry. Many publishers, especially small and medium-sized ones, cannot ask users to subscribe. Therefore, they rely on advertising, and when it is blocked, they lose a way to earn money.

This leads publishers to take increasingly aggressive positions, setting up barriers (such as requiring registration) for users. If Web Eraser removes those too (it is assumed to be capable of this), we will be at a dead end.

Do you think the resistance of French publishers and advertisers, as well as British news outlets, influenced Apple's decision to delay the implementation of this feature?

Sometimes Apple releases beta versions of new features without prior announcement. This can happen for various reasons. Perhaps they didn't have enough time to announce it at the conference, or the feature itself was not fully ready.

Historically, if Apple chooses its path, it follows it consistently despite industry concerns. This was the case with ITP — they took feedback and made improvements but remained true to their original strategy.

Given that in recent years Apple has actively released products like ATT and Hide My Email, as well as other privacy-oriented features, do you think we can expect a similar service to appear soon?

Although technically Web Eraser is not a privacy feature, we see a growing trend of users using ad blockers as a primary way to control privacy online. In general, there is a movement towards features that give users more control. Soon we may see more such features not only from Apple but also from other companies, including Google.

What other ad-blocking issues should concern publishers in 2024, and what can be done about it?

If the quality of the user experience on websites continues to deteriorate, the use of ad blockers will continue to grow. (Since 2011, the number of ad blocker users worldwide has been growing by an average of 30% per year, and today their number is approaching a billion). Most of these users filter ads rather than completely block them, but this could change soon.

If publishers want to mitigate the issue of complete ad blocking, they should consider user-oriented solutions that still allow monetization. Research shows that users do not hate ads, they just don't want too many of them. On the other hand, a recent IAB study showed that most consumers would react negatively, feeling disappointed, angry, surprised, or upset if they had to start paying for websites or apps they currently use for free. An internet based on ad revenue has a chance to survive only if it puts users' interests first.

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