iOS 11 is downloadable from today and as usual the new version of Apple's flagship mobile software bestows upon us a bunch of fancy new features, including being able to customise the control centre, a new set of emojis and the swipe down on keyboard element.
One new feature that has ad buyers anxious is the new ad tracking restrictions. They have added a 24-hour limit on ad targeting cookies, meaning it will be harder for advertisers to follow users around the web as data will not be allowed to be transferred from one website to the next.
The infrastructure of the modern Internet depends on consistent and generally applicable standards for cookies, so digital companies can innovate to build content, services, and advertising that are personalized for users and remember their visits. Apple's Safari move breaks those standards and replaces them with an amorphous set of shifting rules that will hurt the user experience and sabotage the economic model for the Internet. Apple's unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love. Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful.