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It also tries to send less user data to search engines such as Google. Safari was way ahead of the game in blocking cookies, and Apple has been using what it calls Intelligent Tracking Protection for the last couple of years to make it much harder for advertisers or anyone else to track Safari users. "Most of us are using Safari as a predictor for how the whole internet is going to look in a couple years' time," he said. Where are these changes in tracking ultimately headed? Well, Feldman told me, there's an easy way to figure out how the internet might work in the future: Just turn on your MacBook. But that technology is easy to use, and it works." The only way to win is to beat the giants on their own terms. "And search and social, they recognize limitations of that.
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So you become a face in a crowd full of slippers-wearing Linkin Park fans, rather than a one of one.
![konrad feldman konrad feldman](https://s27389.pcdn.co/wp-content/uploads/2019/08/Cally-RussellPstreet26-1024x440-2-150x150.jpg)
![konrad feldman konrad feldman](https://talkcmo.com/wp-content/uploads/2021/03/Taking-a-Revolutionary-Stand-for-Open-Internet.jpg)
"We will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products," the director of product management, ads privacy and user trust, David Temkin, wrote. Google announced that as it phases third-party cookies out of Chrome, it won't replace them with any other way to track individual users across websites.