Apple Soon To Develop And Offer Truly Private Web Ads

Apple privacy push

Apple's attempts to push privacy even further is extending to a brand-new area: web ads tracking. John Wilander from the company has come up with a system specially dedicated to this: the Privacy Preserving Ad Click Attribution. Apparently, this new system would be assisting marketers, helping them keep track of ads performance without the need for tracking users individually.

How it works

First of all, host sites will only store generic ad clicks. Second of all, advertisers' sites will only match the count of conversions from people who made transactions with a delay of one to two days. Coming back to your browser, it will only send such ad click data in a private, optional browsing session. That being said, it successfully prevents tracking cross-site and thus, making your transaction data private.

This particular feature will appear on Safari later this year in a future release. At the moment, there’s a preview release available for users to take their first look. By releasing the feature, it’s clear that Apple is aiming for a new web standard, a truly private one. As for now, Apple is waiting for a response to its proposal sent to the community group of Web Platform Incubator.

Bad news for advertisers

However, advertisers won’t be looking forward to the technology. Although it’s true that they can still see the way ads translate to business, they won’t be able to track real-time habits anymore. Overall, it’s harder for them to decide where and when to run their ads. For Apple, the company regards this move as a trade-off, but an acceptable one. This new privacy feature will prevent further drastic measures from users to make their browsers private, like installing ad blockers and disabling browser cookies.