Users can now opt out of receiving targeted ads.
iOS 6 will allow users to ‘limit ad tracking’ on their iDevices when it releases this week, on September 19.
Limiting ad tracking essentially means that advertisers will no longer be able to track user behavior and provide targeted ads.
This is how Apple explains it:
“iOS 6 introduces the Advertising Identifier, a nonpermanent, nonpersonal, device identifier, that advertising networks will use to give you more control over advertisers’ ability to use tracking methods. If you choose to limit ad tracking, advertising networks using the Advertising Identifier may no longer gather information to serve you targeted ads. In the future all advertising networks will be required to use the Advertising Identifier. However, until advertising networks transition to using the Advertising Identifier you may still receive targeted ads from other networks.”
Since this is Apple’s proprietary system, advertisers will have to switch to the Advertising Identifier or simply opt out and not provide advertisements. It is unclear how this will affect advertising revenue, but it’s certainly a boon for privacy-touchy users.