Apple is pushing PCM (private click measurement) as a middle safe ground, but nobody would adopt it if more invasive and accurate measures continued working. T

Apple is pushing PCM (private click measurement) as a middle safe ground, but nobody would adopt it if more invasive and accurate measures continued working. They're probably hoping that advertisers will retreat to PCM instead of continuing the cat and mouse game. PCM is an in-progress standard that, at a high level, allows measuring ad campaign success without tracking individual users. No such restrictions apply to query parameters, of course - so PCM is inherently more private.