Apple is on Blast for Blocking Cookies

Apple is under fire from major advertising groups for its plan to block cookies in the Safari browser. The new feature, “Intelligent Tracking Prevention,” puts a 24-hour limit on ad retargeting which means advertisers will not be able to track users as well. Six advertising groups expressed their deep concern in an open letter to Apple, arguing that this change will largely affect the consistency of the internet’s infrastructure and even hurt user experience. “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,” wrote the advertisers. “Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice.” Unfortunately for advertisers, Safari isn’t the only browser making big changes—Google is testing an ad blocker for Chrome that may be in broad use as early as next year. (AdWeek, 9.14.17)