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.
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.”