Apple got even tougher on ad trackers at WWDC

Apple unveiled a handful of pro-privacy enhancements for its Safari web browser at its annual developer event yesterday, building on an ad tracker blocker it announced at WWDC a year ago.

The feature — which Apple dubbed ‘Intelligent Tracking Prevention’ (IPT) — places restrictions on cookies based on how frequently a user interacts with the website that dropped them. After 30 days of a site not being visited Safari purges the cookies entirely.

Since debuting IPT a major data misuse scandal has engulfed Facebook, and consumer awareness about how social platforms and data brokers track them around the web and erode their privacy by building detailed profiles to target them with ads has likely never been higher.

Apple was ahead of the pack on this issue and is now nicely positioned to surf a rising wave of concern about how web infrastructure watches what users are doing by getting even tougher on trackers.

Cupertino’s business model also of course aligns with…

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