The upcoming version of Apple’s Safari browser, slated to be released in September, will “erode advertisers’ ability to reach their customers with relevant advertising,” a coalition of ad industry groups says in a new open letter, states DigitalNewsDaily, which added that Apple told “the Worldwide Developers Conference that the newest version of Safari will include additional default settings aimed at protecting consumers’ privacy. Among other new settings, the browser will alert users via pop-up notifications when Facebook (and other companies) attempt to collect tracking data.

“Apple also plans to make it harder for companies to use digital fingerprinting techniques to track people. Companies that use digital fingerprinting techniques attempt to recognize users based on data about their devices such as browser versions, installed fonts, plug-ins and other characteristics. Apple will hinder that effort by limiting the amount of data it sends to websites about users’ devices.

“The American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers, Interactive Advertising Bureau and Network Advertising Initiative say the new settings will harm online advertising as well as anti-fraud efforts.”

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