What is Privacy Preserving Ad Measurement?

For Safari Preferences/Privacy/Web advertising: you can check it on or off. On allows privacy-preserving measurement of ad effectiveness.

If you click ? it says: “Let advertisers measure how they’re doing without associating ad activity with you.”

OK, but if you uncheck it, does that now allow advertisers to track you and associate you?

Because, I do not want advertisers to know me or track me!

It is unclear as written.

Again, Apple, please hire some English majors to vet your UI and UX English language (and other languages by French, Polish, Japanese, etc. too) for clarity.

[Re-Titled by Moderator]

Mac mini, macOS 11.6

Posted on Dec 24, 2021 8:39 AM

Top-ranking reply

TrafGib

Level 3

541 points

Posted on Dec 24, 2021 9:13 AM

Hi Ataraxy01,

As I understand it, if you uncheck the option there is no measures or tracking at all.

Clicked on, you are allowing privacy-preserving measures, while clicked off allows no measures at all.

With the setting either on or off, your objective "I do not want advertisers to know me or track me!" is being met. The measure is the effectiveness of the ad itself. I presume whether it was clicked, or not. What the privacy-preserving measure is doing is not letting that click be related to you, track you, etc.

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What is Privacy Preserving Ad Measurement?

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