April 22, 2021 | 11:16 PM IST

Facebook’s tracking tools blocked by Apple

After data leak controversy of Facebook, Apple has taken a step further to swipe Facebook’s data collection business model. Towards the end of a two-hour developer keynote at its Worldwide Developer Conference (WWDC), senior vice president of software Craig Federighi, proudly sent a quiet panic going through the adtech industry: he announced the next version of Safari that will alert users when their web browsing is being recorded by third parties. On the inaugural day of Apple’s annual conference held for developers in San Jose, California on Monday, the company announced its latest version of mobile operating system, iOS 12, and also previewed the latest version of desktop operating system, macOS “Mojave”. The introduction of the tracking blocker falls under Apple’s Intelligent Tracking Prevention 2.0 developer tools. As part of recent updates, Apple is also looking forward to make it really harder for advertisers to fingerprint devices to track information across the web. The latest method absorbs in-use device and system settings to build-up a profile of a user. Generally, fingerprint devices doesn’t allow to identify an individual but adding more information into what is collected leads to a larger overall picture. As the latest version of Safari is expected to be released later this year, the new version will present limited information to the web advertisers about the specific device a user is using.

Editor In Chief

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