Two years ago, Apple unveiled Intelligent Tracking Prevention for Safari which aimed to protect users of the browsers from unwanted tracking. It was yet another in a long-running move towards more privacy on behalf of the company for its customers, and this technology, in particular, seems to be having a major impact on the advertising industry.

The ad industry has hated Apple’s implementation of privacy features for its users from the very beginning. To be absolutely clear, the only reason we needed these types of features in the first place is because of the slimy way the ad industry tracked us in the first place.