Recently, Apple launched a new tool in the latest Safari browser which will block third-party ad-trackers. GlobalWebIndex’s latest chart shows that anti-tracking tools are already being used by 18 per cent of Safari web users. Six in 10 Safari web users also express concern over how companies use their personal data online. With almost one in five among this group have used an anti-tracker tool on their main computer in the last month (making them 25% more likely to be doing so) shows their willingness to act upon these concerns, GWI points out.
However, it is important to remember that while third-party cookies will now be blocked, first-party trackers from purposefully visited sites will remain in the browser for 24 hours. This means that the the most visited sites online (upwards of 75 per cent of internet users outside China visit Facebook, Google and YouTube each month), can continue to effectively target their users’ browsing behaviours.