Ad Industry Executive Says Google and Facebook are in a ‘Precarious Place’ With Safari’s New Privacy Rules

macOS Mojave restrictions on tracking intensify

Yesterday, during this year’s annual Worldwide Developers Conference, Apple shared new privacy rules within Safari that aim to protect user’s identifies and information as they browse the web.

As a quick refresher, Apple introduced new privacy tools within Safari that aims to reduce tracking across websites. Apple identified that sites with comment sections, and sharing buttons like Facebook, Google, and others, are able to track you, even if you have other blockers active. So Apple wants to deny those services, too. So, with macOS 10.14 and the upcoming version of Safari, users will actually have to opt-in to allow websites to track them.

Apple is also limiting what is called “fingerprinting”, which is designed to allow companies to follow certain device activity from one site to the next. Safari is taking privacy and security to the next level, essentially, and at least one ad industry executive had some thoughts on the matter.

CNBC has a quick report on what one ad industry executive believes is a “precarious place” that Google and Facebook, and other companies, are going to find themselves in once the new version of macOS and Safari arrive later this year.

“One advertising agency executive told CNBC Apple’s new limits on tracking put Facebook and Google in a “precarious place” because it would block their ability to follow users across the web as well as attribute how many individual users were clicking on links or what kinds of people were looking at ads.

One of the main updates asks users to opt-in to allow websites to track their browsing behavior on Safari, including sites with a “share” button or comments section provided by companies like Facebook or Google.”

Safari is the second most popular web browser out there on mobile devices, and these privacy rules are going to be present in iOS’s versions of the web browser as well. This is where the biggest impact will more than likely come from. But these specific privacy rule changes might see more people using the desktop version of Safari as well.

Our Take

Apple’s changes saw plenty of applause during the keynote, and it’s good to see the company is rolling out privacy rules for its users, especially as they browse the internet where there is so much tracking and device information being handed out and shared between companies.

[via CNBC]