Apple strengthens privacy protection: iOS 17 can automatically block tracking parameters in websites

Apple has launched the latest iOS17 and macOS Sonoma operating systems, providing users with more in-depth and thorough privacy protection functions. These new operating systems use advanced technologies and algorithms to help users better protect personal information and data security. Through encryption and privacy protection features, users can use Apple devices with greater confidence and prevent personal information from being misused or leaked. These new features are very important to protect users’ privacy and data security, allowing users to use Apple devices with greater peace of mind for various operations and activities.

Apple has launched a feature called Link Tracking Protection in its new version of the system. This feature is designed to prevent other companies from tracking users’ data when they use private browsing mode. This feature supports applications such as Mail, Messages, and Safari. Simply put, when a user clicks on a link URL, if it contains user data tracking parameters, this function will automatically delete it to protect the user's privacy.

For advertisers and data analysis companies, they have found that adding tracking parameters to some websites is an effective way to track user activities across websites.

Compared with normal parameters, such websites add a special tracking identifier to the end of the link for tracking. This method bypasses Safari's Intelligent Tracking Prevention feature, which is primarily designed to block cross-site cookies and other session storage.

When a website's URL is read by targeted analytics or advertising services, these services can extract the same unique parameters and associate them with backend user profiles to tag specific users and serve personalized ads.

Apple is working hard to combat a bad behavior, and they plan to take measures in the next generation of operating systems. Safari will automatically detect specific identifiers in URLs and remove the code so users are not tracked by advertisers as they browse the web. This move is designed to protect user privacy and security.

Apple is offering advertisers a new method called Private Click Measurement as a compensation measure. This approach allows advertisers to measure ad attribution in Safari’s private browsing mode without revealing information about users’ activity. This way, advertisers are still able to obtain the necessary data to evaluate the effectiveness of their advertising campaigns while protecting user privacy.

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