Apple is introducing a new feature in Safari with macOS High Sierra and iOS 11 – Intelligent Tracking Prevention. We’ve all seen it, you visit a site and then move on to another site. While on the new site, you see ads for products on the site you were just on. These advertisers are tracking you. With Intelligent Tracking Prevention Apple uses machine learning to keep trackers, namely ad trackers and third-party data trackers, from following users as they browse from site to site. This brought some criticism from advertising organizations. Apple is not backing down and responded in a statement to The Loop. Kudos to Apple!
“Apple believes that people have a right to privacy – Safari was the first browser to block third party cookies by default and Intelligent Tracking Prevention is a more advanced method for protecting user privacy,” Apple said in a statement provided to The Loop.