iOS 17 and macOS Sonoma include a new feature that automatically protects against tracking when you share links in Mail, Messages, and Safari while in private browsing.

iOS 17 automatically removes tracking information from links

The feature automatically identifies parts of URLs that can track users and removes them automatically.

Adding various tracking parameters to links is a way for advertisers and analytics companies to try to track user activity across websites. Instead of storing third-party cookies, a tracking identifier is simply added to the end of the site’s URL.

Users are likely not complaining about this change, but advertisers may not be thrilled. Therefore, Apple provides advertisers an alternative way to collect this data, with private click measurement that allows advertisers to track conversions without revealing individual user activity.

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