Apple Responds To Advertisers Over Safari Cooking Blocking Criticism

Apple Responds To Advertisers Over Safari Cooking Blocking Criticism

Apple Responds To Advertisers Over Safari Cooking Blocking Criticism

Major advertising groups in the U.S. have criticised Apple's plan to integrate a cookie-blocking technology into the new version of its Web browser Safari.

Safari is getting an "intelligent tracking prevention" feature. "Apple believes that people have a right to privacy".

The new feature in Safari, called Intelligent Tracking Prevention, was first announced at Apple's Worldwide Developers Conference in June. "As a consumer you are still going to be subjected..."

"Ad tracking technology has become so pervasive that it is possible for ad tracking companies to re-create the majority of a person's web browsing history". This information is collected without permission and is used for ad re-targeting, which is how ads follow people around the Internet.

Their complaint stems from Safari's new handling of cookies, the small text files that websites can store on your computer. If you don't revisit it after that, those cookies are purged. And they can help advertisers by logging websites you've visited and whether you clicked on their ads. These can also be used to track your activities, and ITP deals with them by purging them intelligently based on your usage.

Specifically, they don't like that Safari will automatically delete cookies its software determines are used to track you from one site to another, and they don't like how it'll automatically delete first-party cookies from websites you haven't visited for more than 30 days. They continue to say that the rules will hurt the user experience and that they're "bad for consumer choice and bad for the ad-supported online content and services consumers love". Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful. "Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice", it read.

With Intelligent Tracking Prevention (ITP), advertisers will no longer be able to target users across sites.

"The infrastructure of the modern Internet", continued the letter, "depends on consistent and generally applicable standards for cookies, so digital companies can innovate to build content, services, and advertising that are personalized for users and remember their visits. Cookies for sites that you interact with function as designed, and ads placed by web publishers will appear normally", the company said. It will be more hard for the advertisers to track users in the real time as they surf the Internet which will naturally bring down the swarm of ads on the basis of the sites the users have visited previously.

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