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Safari 11 will protect users from Cross-Site Tracking. Introducing "Intelligent Tracking Prevention" webkit.org/blog/7675/intelligent-tracking-prevention/
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And of course advertisers are not really happy about it : adweek.com/digital/every-major-advertising-group-is-blasting-apple-for-blocking-cookies-in-the-safari-browser/
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Oh! In case you were wondering, Apple don't care about whether they're happy or not 👊 -> loopinsight.com/2017/09/15/apple-responds-to-ad-groups-criticism-of-safari-cookie-blocking/