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Home / Apple / Apple wants Safari's new privacy-first ad tracking to become a standard

Apple wants Safari's new privacy-first ad tracking to become a standard



It's no secret that advertisers have tracked the user's clicks and purchases for browsers, or that some companies have used the data to follow individuals on multiple websites. In its latest mission to web developers and advertisers, Apple today announced a new Safari feature designed to protect the user's privacy, while advertisers can track ad clicks – a technology that it offers to a networking group to inspire adoption across other browsers. [19659002] Recognized under the name of "Privacy Protection by Keeping Ad Clicks", the feature attempts to replace the classic pixel tracking detection patch paradigm with something that does not endanger the user's privacy. Instead, Apple's system uses direct communication between a web browser and each website to track ̵

1; to uniquely identify users on multiple sites, allow "opaque third parties" to receive attribution reports, or even allow the browser's manufacturer to see user clicks and conversions. Cookies will not be allowed for clicks or conversion reporting purposes.

Although Apple will still allow marketers to measure ad performance, it will do so on a local basis. The browser will store each ad click, match the conversions to the same site against saved clicks, and share the click attribution data in a randomized time between 24 and 48 hours later. If the browser is in private browsing mode, the feature will not share ad click data at all. If in normal browsing mode, it will send data via a dedicated private browsing session.

Developers interested in trying the feature can now find it in Safari Technology Preview 82 or later in the Experimental Features submenu of development mode. Enabling Ad Click Attribution enables the function as described above, while a debug mode cuts the randomized data sharing time from 48 hours down to one minute for test purposes. Apple says the feature is early in the standard proposal with the W3C Web Platform Incubator Community Group, and will be turned on for an unspecified public version of Safari later this year.


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