Apple’s Intelligent Tracking Prevention (ITP) was introduced back in 2017 as a way to combat what the company described as overly-intrusive user tracking when browsing the web.
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 ad industry wasn’t happy about it, and something of a quarrel ensued. Today, it’s come up with a proposed alternative to ITP – but the idea is a hugely controversial one…
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