A decade ago, a simple browser setting – called Do Not Track – promised to make it easy to protect your online privacy from nosy advertisers. To opt out of being tracked, you’d check a box in your browser’s settings.
It was a great idea. Too bad it never came anywhere near to living up to its promise.
For all practical purposes, DNT died years ago. But Apple’s removal of the Do Not Track preference from Safari for Macs and iOS in an update in early February officially signaled the end of what might have been a workable understanding between consumers and the advertisers that rely on ad-tech networks to target them.