Apple added a new anti-tracking feature to Safari that prevents one-to-one tracking of users who click an ad on one site and make a purchase on another, unrelated site. Instead, the connection will be blurred so that an advertiser can only track the total impact of a small number of different ads over short periods of time.
The new approach, called Privacy Preserving Ad Click Attribution, rolled out in the Safari Technology Preview today (version 82), and Apple said that it will appear in general release versions of Safari later in 2019. It’s also presented this as a proposed early-stage standard to the Web Platform Incubator Community Group at the W3C, an organization that helps create standards browser and sites.
