Safari, Apple's browser has implemented what is called Intelligent Tracking Prevention, and with a couple of other enhancements that Apple is using to try to cut back down on users' tracking. Though, it does not block ads or interfere with legitimate tracking on the sites that people actually click on or visit.
While Apple's limiting of the use of cookies for ad retargeting to 24 hours, and deleting of site’s cookies entirely if you don’t visit for 30 days, are other approaches that limits how web visitors can be tracked by online advertisers.
Apple's Safari is perhaps the first major browser to block third-party cookies by default and implement Intelligent Tracking Prevention.
Albeit, some advertising groups which includes the American Association of Advertising Industries in an open letter has criticized Apple’s strategy as “opaque and arbitrary”; describing the heavy-handed approach as bad for consumer choice and ad-supported online contents.
Apple, however remains adamant with its plans, which it defended as the right approach for consumer privacy.
According to the company, Ad tracking technology has become so pervasive, that it is now possible for ad tracking companies to recreate a person’s entire web browsing history.
And this information is collected without permission and is used for ad re-targeting, which is how ads follow people around the Internet. But, with the Intelligent Tracking Prevention feature, cookies and other data used for this cross-site tracking will be detected and eliminated, and thus help keep a person’s browsing history private.
