The iPhone 5 can help you limit mobile ad tracking.

Nestled deep in iOS 6 settings is the ability for a user to block ad tracking that lets advertising networks deliver relevant ads across multiple apps.

Settings -> General -> About

The setting is a single option: ‘Limit Ad Tracking’. Under the setting is an explanation:

iOS 6 introduces the Advertising Identifier, a non-permanent, non-personal, device identifier, that advertising networks will use to give you more control over advertisers’ ability to use tracking methods.

If you choose to limit ad tracking, advertising networks using the Advertising Identifier may no longer gather information to serve you target ads.

In the future all advertising networks will be required to use the Advertising Identifier. However, until advertising networks transition to using the Advertising Identifier you may still receive target ads from other networks.

The setting default on the device is to have the tracking turned on. This is unique for Apple – in Safari, the default privacy setting is to block cookies ‘from third parties and advertisers.’

Apple has said in the past that they’d like app developers to have a way to create apps that are low-cost or free. Leaving ad tracking turned on will likely make ads a move viable option in iOS devices.

The creation of an anonymous identifier to give advertisers in lieu of the personal UDID that advertisers have been using is likely the justification to leave it turned on by default. The ability to turn it off is icing on the cake.

Do you think Google will add this feature to Android any time soon?

Image Source: AppleInsider

Joshua Howland

Joshua is a mobile application developer, entrepreneur, and technology enthusiast. His favorite posts to write compare companies and products. He loves sports and start ups and talks about them (along with tech) on Twitter (@jkhowland) and his blog (

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