For the second time in as many years, internet advertisers are facing unprecedented disruption to their business model thanks to a new feature in a forthcoming Apple software update. It will include a new default feature for the Safari web browser dubbed “intelligent tracking prevention”, which prevents certain websites from tracking users around the net, in effect blocking those annoying ads that follow you everywhere you visit. Safari is used by 14.9% of all internet users, according to data from StatCounter. Facebook Twitter Pinterest ‘Ad tracking technology has become so pervasive that it is possible for ad tracking companies to recreate the majority of a person’s web browsing history,’ said Apple. Google has also made a move on the adblocking market, testing a built-in adblocker for its Chrome browser, which is used by 54.9% of all internet users according to StatCounter.

Source: The Guardian September 18, 2017 12:33 UTC