Apple's new anti-tracking feature in Safari takes toll

Ad Age reports:

The anti-tracking feature embedded in the newest version of Apple's Safari browser is causing pain among marketers, making it harder to calculate the return-on-investment for digital ads, industry experts say. The version, released 10 weeks ago, completely prevents tracking cookies from working in the open web.

The feature—blandly dubbed "Intelligent Tracking Prevention," or "ITP 2"— is the second major iteration of its anti-tracking tool, which was first introduced last year. The update prevents marketers from targeting Safari users across the web.

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Awesome news for consumers though…