Privacy And Cookies – The New Balance Introduced By Apple

Apple is set to introduce a new feature in the Safari browser that will significantly reduce advertisers' ability to collect and use personal data. The new feature, called Intelligent Tracking Prevention (ITP), imposes a 24-hour time limit on third party tracking cookies and a 30-day time limit on first party cookies. The purpose of ITP is to place a limit on the ability to track the online activities of internet users. The clear result is that businesses which provide, either for themselves or for other parties, various details that stem from such cookies, will now be limited in the scope of the collection of the information from these cookies, thus striking a new balance between internet users and online businesses, especially advertising ventures. In the end, Apple noted, it believes "people have a right to privacy."