by Tyler Durden Tuesday, Apr 27, 2021 - 03:10 PM Google and Apple are each making major changes to the way advertisers can track and target consumers, which will effectively kill the decades-old 'cookies' used to tailor ads based on websites you've visited. Apple 's plan, unveiled Monday, has made privacy advocates happy but has ad-tech firms, mobile app developers and rivals (primarily Facebook, which could lose up to 3% of revenue according to Bank of America) fuming, Starting Monday, Apple's iOS will require apps running on its devices to obtain user permission before tracking any activity across other apps and websites - a move similar to what they've already done with their Safari web browser.