Despite Opposition, Apple Pushes Ahead with Intelligent Tracking Prevention

By HTMLGoodies Staff

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Back in June, Apple announced that it would add Intelligent Tracking Prevention to the Safari browser. The feature restricts ad targeting by taking steps such as limiting cookies for ad retargeting to 24 hours and deleting cookies if website visitors don't return within 30 days.

Several advertising groups attacked the move, calling Intelligent Tracking Prevention "opaque and arbitrary," as well as "unilateral and heavy-handed."

Apple is refusing to back down. It issued a statement saying, "Apple believes that people have a right to privacy – Safari was the first browser to block third-party cookies by default and Intelligent Tracking Prevention is a more advanced method for protecting user privacy."

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