One of the largest Internet advertising companies yesterday told the Guardian that Apple’s implementation of Intelligent Tracking Prevention (ITP) in Safari would result in a loss of revenue amounting to hundreds of millions of dollars.
ITP doesn’t block ads, but instead blocks cross-site tracking – a method used by advertisers to serve ads based on your interests by gearing them to the types of website you visit. The ad industry argues that this enables ads to be more relevant to consumers, while Apple argues that it represents an intrusion into the browsing privacy of its customers …
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