The new version of Apple’s Safari browser may be very harsh on Advertising companies and is considered to sabotage the current economic model of internet with its plan to integrate cookie-blocking technology into its new version.
This has started a great distress among the major advertising trade groups, that includes the Interactive Advertising Bureau and the American Association of Advertising Industries. In a recent post they shared, they criticized Apple’s move calling it “opaque and arbitrary”.
Six trade groups—the Interactive Advertising Bureau, American Advertising Federation, the Association of National Advertisers, the 4A’s and two others—say they’re “deeply concerned” with Apple’s plans to release a version of the internet browser that overrides and replaces user cookie preferences with a set of Apple-controlled standards. The feature, which is called “Intelligent Tracking Prevention,” limits how advertisers and websites can track users across the internet by putting in place a 24-hour limit on ad retargeting as per the source.
Apple announced about imposing limitations to cross-website tracking in June, and said the changes are meant to improve trust with users, explaining that “users feel that trust is broken when they are being tracked and privacy-sensitive data about their web activity is acquired for purposes that they never agreed to.”
“Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love,” the groups wrote as per TechCrunch.
Apple did response to the query, ofcourse defending it and stating that it’s the right approach for consumer privacy. Here’s what Apple responded to TechCrunch:
Apple believes that people have a right to privacy – Safari was the first browser to block third-party cookies by default and Intelligent Tracking Prevention is a more advanced method for protecting user privacy.
Ad tracking technology has become so pervasive that it is possible for ad tracking companies to recreate 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. The new Intelligent Tracking Prevention feature detects and eliminates cookies and other data used for this cross-site tracking, which means it helps keep a person’s browsing private. The feature does not block ads or interfere with legitimate tracking on the sites that people actually click on and visit. Cookies for sites that you interact with function as designed, and ads placed by web publishers will appear normally.