Both Apple and Google are anticipated to implement new privacy enhancements alongside the release of their upcoming platform updates. In the case of iOS 17, which will enter public beta in July before its official launch in September, Apple plans to automatically eliminate link trackers from URLs transmitted through Message and Mail, as well as from links in Safari Private Browsing.
Google is also taking steps to enhance privacy by introducing new APIs to Chrome and initiating an 18-month plan for Privacy Sandbox.
With the implementation of Safari 17’s feature to block known trackers and fingerprinting, Apple aims to bolster user privacy safeguards and increase the difficulty of identifying individual users.
Removal of URL parameters could potentially undermine the reliability of campaign analytics. Unintended consequences of these changes may include the removal of URL trackers associated with ad measurement and audience measurement, making it more difficult to track journeys and provide proper attribution.
H/T Digiday