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If Facebook doesn’t know you visited the Timberland store, it can’t serve you Timberland ads, and your every page view becomes that much less valuable. The data collected by Like buttons and other tracking pixels translates directly into ad dollars for Google and Facebook, which means the Safari shift will have a real impact on both companies’ bottom line. It’s a major technique, and it will be a lot harder to pull off in the new Safari.Īs always, Apple is playing to its advantage as one of the few major tech companies that doesn’t rely on targeted ads to make money - and taking a clear shot at how both Google and Facebook make their money.
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In Federighi’s terms, the result is to “make your Mac look like all the other Macs,” which makes it harder for advertisers to track you passively. There are other ways to track people on the web, but Safari takes aim at some of them, too, pulling back information on existing plug-ins, fonts, and other configurations.
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Facebook was the company called out onstage, but it also has real consequences for Google, Facebook’s only real competitor in targeted ads. That also applies to Facebook comments on third-party sites, the specific feature demoed by Federighi. Browsers typically offer up your login token to any plug-in that asks for it, but the new Safari holds back, asking for specific permission before telling “share” buttons or comments sections who you are. In technical terms, the change has to do with how Safari loads content, and how much information it gives to the site it’s loading. But there’s a real power shift behind the onstage jab, and it’s something that could quickly catch on with other browsers. And coming after months of close scrutiny, Zuckerberg makes for an easy target.
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When the new pop-up appeared, asking for permission to track him, the demo wasn’t shy about naming names: “Do you want to allow to use cookies?” It was an unusually direct call out, on a level with the now-standard pokes at Android fragmentation. “Well it turns out, these can be used to track you, whether you click on them or not. “We’ve all seen these like buttons and share buttons,” Federighi told the crowd.