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.
Popular Stories
The upcoming iOS 26.1 update includes a small but helpful change for iPhones, and it could prevent you from running late to something important.
Specifically, when an alarm goes off in the Clock app, there is a new "slide to stop" control on the screen for turning off the alarm. On previous iOS 26 versions, there is simply a large "stop" button, which could be accidentally tapped.
The new ...
Apple is planning to launch at least 15 new products in 2026, according to Bloomberg's Mark Gurman.
Gurman outlined what to expect from Apple in 2026 in the latest edition of his "Power On" newsletter. He said the company is heading "into one of its most pivotal years in recent memory," with the rollout of major new Apple Intelligence features, intense regulatory pressure on the App Store,...
Apple has just given a strong indication that it will not be releasing any additional new Macs for the remainder of the year.
Apple's CFO Kevan Parekh dropped the hint during the company's earnings call on Thursday:On Mac, keep in mind, we expect to face a very difficult compare against the M4 MacBook Pro, Mac mini, and iMac launches in the year-ago quarter.Parekh essentially gave a heads up ...
In his "Power On" newsletter, Bloomberg's Mark Gurman today provided an update on the status of Apple Intelligence and the plans for it in 2026.
Apple is still planning to roll out its revamped version of Siri around March of next year. The release should be accompanied by the release of a new smart home display product with speaker-base and wall-mount options. A new Apple TV and HomePod...
Apple is expected to launch a new foldable iPhone next year, based on multiple rumors and credible sources. The long-awaited device has been rumored for years now, but signs increasingly suggest that 2026 could indeed be the year that Apple releases its first foldable device.
Below, we've collated an updated set of key details that have been leaked about Apple's foldable iPhone so far.
Ove...
Apple's iPhone 18 Pro models could be available in new rich and warm color option, according to a known leaker.
The Weibo user known as "Instant Digital" today suggested that next-year's iPhone 18 Pro models will be available in at least one of the following color options: Coffee, purple, and burgundy.
The iPhone XR, iPhone 11, iPhone 12, iPhone 14, and iPhone 14 Pro were all available in ...
Following more than a month of beta testing, Apple is expected to release iOS 26.1 this Monday, November 3. The update includes a handful of new features and changes, including the ability to adjust the look of Liquid Glass and more.
Below, we outline key details about iOS 26.1.
Liquid Glass Toggle
iOS 26.1 lets you choose your preferred look for Liquid Glass.
In the Settings app,...
A new Apple TV and HomePod mini could launch as soon as this month, Bloomberg's Mark Gurman today suggested.
In today's "Power On" newsletter, Gurman said that Apple retail stores are planning an overnight refresh on the evening of November 11, where changes will be made after closing, such as refreshing displays and placing new products for the following day.
The timing of the overnight...
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models at the same time, which is why we often get rumored features months ahead of launch. The iPhone 18 series is no different, and we already have a good idea of what to expect for the iPhone 18 Pro and iPhone 18 Pro Max.
One thing worth...
