Apple Sends Chills Through Ad Community

Apple has announced a new feature called 'Intelligent Tracking Prevention' that has the ad-tech community freaking out.

Apple is planning to release a new version of its Safari browser with new cookie-blocking technology, called "Intelligent Tracking Prevention." It will put strict limits on the ability of websites and advertisers to track us across the web.

According to digital expert Don Marti it looks like Safari has built a set of features that will help protect us from the kind of tracking we don't like, while not screwing up features we like such as single sign-in to favorite sites (my words, not his.)

Here's how 4As, ANA, and IAB feel about that decision...

Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love...Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful.

If it's consumer choice they're concerned with, they may want to take a look at the results of this survey.

Apple's approach seems to be a fairly savvy one - increase protections for consumers, while not completely eliminating the features that make 90% of ad-tech innovations irrelevant.