https://9to5mac.com/2023/06/08/ios-17-link-tracking-protection/

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  * iOS 17

iOS 17 automatically removes tracking parameters from links you click
on

Avatar for Benjamin Mayo Benjamin Mayo | Jun 8 2023 - 4:56 am PT
7 Comments
[safari-link-tracking-removal]

iOS 17 and macOS Sonoma include even more privacy-preserving features
while browsing the web.

Link Tracking Protection is a new feature automatically activated in
Mail, Messages, and Safari in Private Browsing mode. It detects
user-identifiable tracking parameters in link URLs, and automatically
removes them.

[INS::INS]

Adding tracking parameters to links is one way advertisers and
analytics firms try to track user activity across websites. Rather
than storing third-party cookies, a tracking identifier is simply
added to the end of the page URL. This would circumvent Safari's
standard intelligent tracking prevention features that block
cross-site cookies and other methods of session storage.

Navigating to that URL allows an analytics or advertising service at
the destination to read the URL, extract those same unique
parameters, and associate it with their backend user profile to serve
personalized ads.

Apple is attempting to crack down on this behavior across its
operating systems this year. Safari will automatically detect which
parts of the URL are identifying, and remove only those parts,
leaving the rest of the URL intact so you still get to the web page
you intended to visit.

This process happens transparently during browser navigation in
Safari Private Browsing mode, and links that the user clicks on from
Mail and Messages app.

As a partial mitigation, Apple is enabling an alternative way for
advertisers to measure campaign success, with Private Click
Measurement ad attribution now available in Safari Private Browsing
mode. Private Click Measurement allows advertisers to track ad
campaign conversion metrics, but does not reveal individual user
activity.

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iOS 17

iOS 17

Author

Avatar for Benjamin Mayo Benjamin Mayo @bzamayo

Benjamin develops iOS apps professionally and covers Apple news and
rumors for 9to5Mac. Listen to Benjamin, every week, on the Happy Hour
podcast. Check out his personal blog. Message Benjamin over email or
Twitter.

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