Mozilla wants Apple to rotate tracking IDs on iPhones monthly

Mozilla, the company behind Firefox, has launched a petition, asking Apple to rotate tracking IDs on iPhones each month. The petition says there’s a unique ID living on your Apple smartphone that allows advertisers to track the ads you click on, the videos you play, and the apps you install.

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You can turn this identifier off, but most people don’t know that feature exists. Mozilla’s petition says: “that’s why we’re asking Apple to change the unique IDs that advertisers use to track us on each iPhone, every month. That means we could still get relevant ads – but there’s a real cap that makes it harder for companies to build profiles of us over time.”