iOS 17 automatically removes tracking parameters from links you click on (9to5mac.com)

Article summary

iOS 17 includes a feature called Link Tracking Protection, which automatically removes tracking parameters from links clicked on in Mail, Messages, and Safari in Private Browsing mode. This feature aims to prevent advertisers and analytics firms from tracking user activity across websites. The feature works by detecting and removing user-identifiable tracking parameters in link URLs, allowing users to visit the intended webpage without being tracked. Apple is also introducing Private Click Measurement, an alternative way for advertisers to measure campaign success without revealing individual user activity.

Main themes

• user privacy
• tracking prevention
• advertising industry
• Private Click Measurement
• Link Tracking Protection
• standardization and adoption

What commenters say

• Apple's implementation of Link Tracking Protection is a positive step towards improving user privacy, but it may not be effective in preventing all forms of tracking.
• The introduction of Private Click Measurement may consolidate tracking power in Apple's hands, potentially undermining the goal of improving user privacy.
• Some companies may find ways to circumvent Link Tracking Protection by embedding tracking information within URLs or using other methods.
• The standardization of Private Click Measurement is a necessary step to ensure widespread adoption and effectiveness.
• Apple's efforts to improve user privacy may be seen as a threat to the advertising industry, which relies on tracking user activity to measure campaign success.
• The implementation of Link Tracking Protection and Private Click Measurement may have unintended consequences, such as breaking certain website functionality or limiting the effectiveness of advertising campaigns.
• The use of Link Tracking Protection and Private Click Measurement raises questions about the balance between user privacy and the need for advertisers to measure campaign success.
• The effectiveness of Link Tracking Protection and Private Click Measurement in preventing tracking will depend on the ability of companies to adapt and find new ways to track user activity.