Advertising Groups Ask Apple to 'Rethink' New Cookie Tracking Standards in Safari 11

In the upcoming version of Safari 11 on macOS High Sierra, Apple will implement a new "Intelligent Tracking Prevention" feature that builds upon Safari's default blocking of third-party cookies. ITP will greatly limit advertiser reach by placing new safeguards into Safari that use machine learning to suppress cross-site tracking and purge ad retargeting data after 24 hours.

In response, six trade and marketing organizations have written an open letter to Apple asking for the Cupertino company to "rethink" its plan to launch Safari with these new "arbitrary" cookie standards (via AdWeek).

The organizations argue that the Internet's infrastructure depends on consistent standards for cookies, saying that Apple's new ruleset could "sabotage the economic model for the Internet."

On the consumer side of things, the organizations stated that the blocking of cookies in Apple's manner will result in ads that are "more generic" for users, while also being "less timely and useful." The signed organizations include: American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers, Data & Marketing Association, Interactive Advertising Bureau, and Network Advertising Initiative.

We are deeply concerned about the Safari 11 browser update that Apple plans to release, as it overrides and replaces existing user-controlled cookie preferences with Apple’s own set of opaque and arbitrary standards for cookie handling.

Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love. Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful. Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice. As organizations devoted to innovation and growth in the consumer economy, we will actively oppose any actions like this by companies that harm consumers by distorting the digital advertising ecosystem and undermining its operations.

On Apple's WebKit site, the company explains that Intelligent Tracking Prevention is meant to ensure user trust is kept during the web browsing experience on Safari, because "the success of the web as a platform relies on user trust." Also coming in Safari on High Sierra is an autoplay blocking feature, which will prevent videos from automatically playing when you open up a web page. This morning, Google announced a similar feature is coming to Chrome in January 2018.

The new Safari will launch when macOS High Sierra becomes available for download on Monday, September 25.

Tag: Safari

Top Rated Comments

(View all)
Avatar
40 months ago
Ha! Good luck with that and all.

"Apple's unilateral and heavy-handed approach is bad for consumer choice"

Somebody help! I'm laughing so hard I can't breathe!
Score: 88 Votes (Like | Disagree)
Avatar
40 months ago

Apple's unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love.

Who the **** loves ads!?
Score: 59 Votes (Like | Disagree)
Avatar
40 months ago
Oh well, Advertising Groups CAN SUCK IT!!!!

Sorry, got a bit carried away there.
Score: 52 Votes (Like | Disagree)
Avatar
40 months ago

Content on the internet costs money to produce. Advertising pays the bills for site hosting and content creation.

I don't know why people revel in blocking the revenue streams that grant them these things.

Its not ads that is the issue, it the cross site data gathering that is the issue.
Score: 47 Votes (Like | Disagree)
Avatar
40 months ago
As opposed to the unilateral heavy handed approach of the advertisers. If they hadn't gone all intrusive on us none of this would be necessary. The advertisers crossed the line first, this is a proportionate response, each time attempts have been made to block them with user controls the advertisers have ignored them or found a way round them. Users and companies like Apple have tried being respectful, advertisers have no one but themselves to blame for this. They need to rework their model to work without treating our personal data as their property to be sold on to whomever they wish.
Score: 41 Votes (Like | Disagree)
Avatar
40 months ago
You know if advertising agencies are upset, Apple did something right for privacy.
Score: 41 Votes (Like | Disagree)

Top Stories

Hands-On With iOS 14 Widgets, Custom Icons, and Home Screen Setup

Tuesday September 22, 2020 3:25 pm PDT by
Apple with iOS 14 introduced widgets on the Home Screen, leading to unprecedented levels of customization for the iPhone. Combined with Shortcuts that let you change an app's icon, iOS 14 lets you create a whole new look for your Home Screen. Subscribe to the MacRumors YouTube channel for more videos. We've been following along with some of the creative alternative Home Screen designs that M...

New Images Leak of iPhone 12 Braided USB-C to Lightning Cable

Thursday September 24, 2020 2:37 am PDT by
Rumors suggest Apple's upcoming iPhone 12 models will ship with a new Lightning to USB-C cable that includes a braided fabric design. Images of the purported cables were leaked in July, and today leaker Mr White has shared new images that give us a closer look at what we might get included in the iPhone 12 box. The photos show a USB-C to Lightning cable with a clearly braided design rather...

Apple's iPhone 12 Event Could Happen on October 13 Based on Rumors From Mobile Operators

Wednesday September 23, 2020 11:51 am PDT by
Apple's upcoming iPhone-centric event could perhaps be held on Tuesday, October 13, according to information shared with MacRumors by an employee at a UK cellular carrier. There's no way for us to confirm the dates at this point in time nor are we sure on the credibility of the source, but even without a rumor, Tuesday, October 13 is a good guess based on Apple's historic launch timelines, ...

New Version of Microsoft Office Coming Next Year That Won't Require a Subscription

Thursday September 24, 2020 1:53 am PDT by
Microsoft will next year offer a new perpetual release of Microsoft Office for Mac and Windows that doesn't require a subscription to use, according to the software giant (via Windows Central). "Microsoft Office will also see a new perpetual release for both Windows and Mac, in the second half of 2021," said Microsoft in a blog post announcing the next version of its Exchange server,...

Interest in iOS 14 Home Screen Ideas Helps Pinterest Break Daily Download Record

Wednesday September 23, 2020 4:37 am PDT by
Apple's introduction of widgets on the Home Screen in iOS 14 has driven a surge in interest among users looking to customize their iPhone, and that has reportedly had a knock-on effect for Pinterest, whose iOS app has seen record downloads as users flock to its content seeking design inspiration. As reported by TechCrunch, App Store intelligence firm Apptopia was first to note the impact of ...

'iPhone 12 mini' Name Reappears in Leaked Apple iPhone 12 Case Stickers

Friday September 25, 2020 1:58 am PDT by
Earlier this week a proven leaker claimed that the iPhone 12 lineup would be named "iPhone 12 mini," "iPhone 12," "iPhone 12 Pro," and "iPhone 12 Pro Max," and today the same nomenclature has appeared again in a photo depicting alleged stickers from unreleased Silicone iPhone cases originating from Apple's international distribution center in Ireland. The photo shows three stickers with the...

Apple Releases iOS 14.0.1 With Fix for Bug That Resets Default Apps After Rebooting

Thursday September 24, 2020 10:12 am PDT by
Apple today released iOS 14.0.1, the first update to the iOS 14 operating system that was released on September 16. Today's update is a bug fix update addressing issues that weren't able to be fixed in the initial iOS 14 launch. The iOS 14.0.1 update is available on all eligible devices over-the-air in the Settings app. To access the new software, go to Settings > General > Software Update. ...

Apple Emphasizes That Solo Loop May Increase in Length Over Time, Updates Sizing Guide With More Specific Instructions

Wednesday September 23, 2020 8:26 am PDT by
Apple on Tuesday updated one of its support documents to emphasize that the new silicone rubber Solo Loop for the Apple Watch may increase in length over time, as mentioned in fine print at the bottom of the Solo Loop product page. Apple has also updated its printable Solo Loop sizing guide with more specific instructions, as noted by 9to5Mac's Michael Steeber. The guide now advises users to ...

iOS 14 Widgets Offer iPhone Users Creative Home Screen Ideas

Sunday September 20, 2020 8:43 pm PDT by
Updated on September 22nd with hands on video. In iOS 14, Apple introduced ‌the concept of Home Screen‌ widgets, which provide information from apps at a glance. Widgets can be pinned to the Home Screen in various spots and sizes, allowing for many different layouts. Despite the relative lack of...

Kuo: Mini-LED Displays to Debut in Apple's Next iPad Pro

Tuesday September 22, 2020 11:45 pm PDT by
Following his report earlier this week indicating that Apple will be accelerating adoption of mini-LED displays in its iPad and Mac notebook lineups thanks to better than expected development from potential secondary supplier Sanan Optoelectronics, analyst Ming-Chi has released a new report today sharing a bit more perspective on the mini-LED display market as it relates to Apple. Kuo says...