Apple's Next Version of Safari Will Block Desktop Ad Tracking and Autoplay Videos

It's also getting more into AR, VR and AI

Even as data is becoming an increasingly hot commodity for targeting online ads, Apple is launching a way to prevent brands from getting too digitally close for comfort.

An upcoming desktop version of Apple’s Safari browser will automatically block ad tracking across the internet. The feature, announced today at the company’s annual WWDC conference, will be a part of High Sierra, the newly announced next version of macOS. And while it’s just one of the many updates announced, it’s one that could have major impacts for marketers and ad-tech companies that benefit from massive troves of user data.

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