Apple Inc. said on Wednesday its browser engine Webkit will launch a new technology to track advertising clicks and whether they lead to a product purchase while preserving the privacy of users.
Users will not be uniquely identified across websites they visit in order to track ad clicks, and the technology will only let those websites be involved in measuring the clicks, not any “opaque” third parties, according to aApple’s step shows how increased public scrutiny is forcing greater transparency in Silicon Valley, particularly as its tech rivals Facebook Inc. and Alphabet Inc.’s Google have struggled with data privacy scandals.
The new web technology from Webkit avoids placing any trust in any of the parties, whether it be the network or the merchant, and limits communication between them to prevent sharing of data that could track an individual user. Earlier this month, Google said it will roll out a dashboard-like function in its Chrome browser to offer users more control in fending off tracking cookies, according to the Wall Street Journal.Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience.