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With the rapid development of Internet and e-commerce, user data has become an important asset for operating companies and services. Platforms such as websites, social media and applications collect and store data according to users' interests and behaviors, with the purpose of customizing advertisements and personalized user experiences related to individuals. By tracking users, Internet companies can better understand customer needs and optimize the accuracy of advertisements, but at the same time, users' privacy will be threatened and even used for malicious fraud.
In 20 17, Apple introduced Safari intelligent tracking prevention technology, namely ITP, which shielded some third-party advertising tracking and data collection behaviors without users' consent and protected users' privacy. ITP can prevent the tracking code from being associated with the private data collected by Safari browser, and prevent its malicious attempt to collect user information. ITP technology potentially weakens advertisers and data analysis companies that rely on cross-site tracking for revenue, and at the same time improves the online privacy protection effect of users, and more seriously safeguards the safety and privacy of customers.
However, ITP also has some disadvantages. Some advertising companies naturally don't want to restrict their advertisements, so they may take some measures to avoid ITP, which may lead to more people being followed and privacy being violated.