The irony here is that the site we’re linking to for this story is FULL of display ads. The web and mobile web for content sites, blogs, and the like tend to borderline on a confusing and/or terrible experience because of ads, modals, takeover screens, content that seems like content but is just content in disguise…then, THEN…the retargeting. I can see why Apple, with their focus on the users privacy, that this feature is a Safari thing and being lead by Apple.

The feature—blandly dubbed “Intelligent Tracking Prevention,” or “ITP 2”— is the second major iteration of its anti-tracking tool, which was first introduced last year. The update prevents marketers from targeting Safari users across the web. For example, someone who visits Nike’s website can’t be targeted elsewhere on the web, such as Google search or the New York Times website.

I’m all for websites finding ways to make money from smart relationships, partnerships, and “ads,” but they must be delivered in well-mannered and tasteful ways that does not objectify the reader or their privacy.