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Apple has a plan to make online ads more private

May 22, 2019 / Zack Whittaker

For years, the web has been largely free thanks to online ads. The problem is that nobody likes them. When they’re not obnoxiously taking over your entire screen or autoplaying, they’re tracking you everywhere you go online. Ads can track where you go and which sites you visit and can be used to build up profiles on individuals — even if you never click on one. And when you do, they know what you bought and then they share that with other sites so they know you were up late buying ice cream, cat food or something a little more private. The obvious logic would be to use an ad-blocker. But that’s not what keeps the internet thriving and available. Apple  says it’s figured out some middle ground that keeps ads alive but without their nefarious ad tracking capabilities. The tech giant came up with Privacy Preserving Ad Click Attribution. Yes, it’s a mouthful, but the tech itself shows promise.