With Less Data-Driven Baggage, Can Apple Help Lead the Way on Advertising Privacy?

It has the freedom to make drastic decisions about user information

One year ago, several major ad-tech trade groups accused Apple of threatening to “sabotage” the economic underpinnings of the internet after the tech giant cracked down on how companies track users through its Safari browser’s cookie-tracking policies. The June 2017 change placed a 24-hour limit on ad retargeting as a way to improve both customer experience and privacy. Groups such as the 4A’s, American Advertising Federation, Interactive Advertising Bureau and the Association of National Advertisers urged Apple to reconsider its “opaque and arbitrary” standards.

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This story first appeared in the September 17, 2018, issue of Adweek magazine. Click here to subscribe.