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Behind Bars The beta version of Safari available for iOS 15 users could seriously hamper online ad performance. Typically, iOS updates undercut online advertising when Apple makes it difficult (or impossible) to track users around the web or attribute campaign conversions. This Safari change steps all over online ads in a literal way. A new Tab Bar with browser controls floats at the bottom of the page, instead of the familiar setup with the URL bar and controls atop the screen. The new Tab Bar disappears while scrolling, but reappears when users scroll up a page. Sometimes, it will block important messages by the publisher’s consent management software, like pop-up requests to log in or accept first-party cookies. It also blocks video players and display ad units. Ad viewability will be affected, and it could mess with publisher metrics, since users will try to close the Tab Bar and accidentally click on ad units or other links on the page – which isn’t trivial, since t ....