Apple is fighting for consumer privacy in the advertising technology ecosystem. Apple's stance is that your data is safe with Apple. Once your data is outside o

Apple is fighting for consumer privacy in the advertising technology ecosystem. Apple's stance is that your data is safe with Apple. Once your data is outside of Apple walls, it is fair game for hundreds of ad tech companies. These companies might be data brokers that aggregate user behavior, they might be mobile analytics for app developers, it can be google or FB, etc. Advertisers rely on ad tech to deliver relevant advertising and to measure the change or impact on consumer behavior. Today, those capabilities – while technically anonymous, are done at the person level across most of ad tech. At least, that is the goal for most ad tech providers. Apple has made some attempts to keep your data on-device compared to other providers. They are the lesser evil of the surveillance state.