Apple Inc said Wednesday that its Webkit browser engine will launch new technology to track ad clicks and whether they lead to product purchases and preserve user privacy.
According to a blog post on the Webkit website, users will not be uniquely identified on the websites they visit to track ad clicks, and the technology will only allow those websites to participate in the measurement of clicks, not “opaque” third parties
Apple’s move shows how greater public scrutiny is forcing greater transparency in Silicon Valley, particularly as its tech rivals Facebook Inc and Alphabet Inc. have battled data privacy scandals.
At a launch event in March, Apple made privacy the main focus by introducing Apple News +, a news app that it said would not report what users read to advertisers, as well as a credit card with Goldman Sachs that said it would not sell user data to sellers.
Webkit’s new web technology avoids trusting either party, be it the network or the merchant, and limits communication between them to avoid sharing data that can track an individual user.
Earlier this month, Google said it will roll out a dashboard-like feature in its Chrome browser to give users more control to prevent cookie tracking, according to the Wall street journal.
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