Apple has positioned itself as a champion of user privacy, and this week it announced the full blocking of third-party cookies in its web browser Safari, two years ahead of rival offering Google Chrome.
It’s the latest move in the rollout of its intelligent tracking prevention plan, and closes earlier loopholes in Apple’s cross-site tracking policies and will cause publishers further difficulty in monetizing Safari users.
Apple WebKit engineer John Wilander said inhibiting third-party web tracking will enhance user privacy by preventing earlier Intelligent Tracking Prevention (ITP) workarounds from ad-tech companies popularly known as “fingerprinting” that can enable cross-site tracking.
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