Shots fired by Apple yet again. iOS 17 automatically removes tracking parameters from links you click on. Now, we knew this was gonna happen in mail-in Messenger, but they're extending it or maybe they're not extending it. Maybe I just didn't realize that this was part of the plan. Link tracking protection this is words are so important. Patriot Act link tracking protection is a new feature automatically activated in mail messages and safari. In private browsing mode. That's the important distinction. It detects user identifiable tracking parameters and link URLs and automatically removes them. So here's the before BAM tracking URLs. Here's the after. Now they, apple does offer advertisers private click measurement, which allows advertisers to track ad campaign conversion metrics, but does not reveal individual user activity. Here's what I think is really interesting. One the metrics that they're offering are aggregated metrics and the individual user activities, that's what you wanna track. Two, it wouldn't surprise me at all if we find out that safari private browsing road mode becomes the default. Is that already the case is private browsing mode. The default in Safari. it's not. I bet you it becomes the default, or at least you are strongly incentivized to use private browsing mode. Now the question is this is, Apple trying to protect your privacy or it is Apple trying to strip its yet to be competitors of data so that it can launch its own ad platform and then just crush them. I have my opinions, I'd be interested in yours. I'd also be interested in what you think the impacts are of losing this data. Because if we're only gonna lose it when people are browsing in Safari private browsing mode, I don't think that that's a catastrophic error from an ads perspective. I think it sucks if you're in the email space, man, I can't even imagine. I know Apple already killed, like open and click through rate. Data too, which is kind of aligned with this, but interesting approach for them to take. Not at all surprised. I think that these privacy first initiatives are going to continue coming. Not, I think, of course, like they're very, very, very bullish on this point. And as marketers, we're just gonna have to keep rolling with the punches. So would love your take what you think. Curious, who uses Safari private browsing mode as a default? Like, if this is just the way that you browse, I'd, I'd love to know from you. I'll use the Chrome private browsing, but that's if I don't want, like, I'm trying to, view a site where I've cleared cookies in case or something, or I just don't want people to see what I'm searching for. But I wouldn't use it as a default, so I'm hoping that that kind of keeps us safe. Anyway, love your opinions. Talk to you tomorrow.