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Apple is trying to make web ads truly private

Apple is trying to make web ads truly private

Apple's privacy push is extending to an area where you might not expect it: web ad tracking. The company's John Wilander has outlined a new system, Privacy Preserving Ad Click Attribution, that would help marketers track the success of ads without tracking individual users. Host sites would store generic ad clicks, while the advertisers' sites would match the number of conversions (people who went on to make transactions) with a 24- to 48-hour delay to prevent profiling. Your browser would send ad click attribution data for those matches, but only in a special, optional private browsing session that prevents cross-site tracking.