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This iPhone setting can stop ads from following you across the web

You can improve your privacy and throw ad-trackers off your trail by changing this setting on your iPhone. Here's how.

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You can stop apps from tracking you across the internet, so you should see fewer ads following you.

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We've all had the creepy experience where a moment of shoe shopping turns into weeks of being followed by ads for that same footwear on every site you visit. But there's a feature on your iPhone -- which arrived in iOS 14.5 and also appears in later updates -- that can boost your online privacy by giving you the option to turn off ad tracking within apps you use. (For more, check out all the new features in the latest iOS 15 release.) 

The iPhone's App Tracking Transparency feature gives you more control over which apps can track you, and how. Unless you give explicit permission to an app (including those made by Apple), it can't use your data for targeted ads, share your location data with advertisers or share your advertising ID or any other identifiers with third parties. This change -- first unveiled at Apple's Worldwide Developers Conference in June 2020 -- drew support from privacy advocates and criticism from companies such as Facebook, which said it will hurt its ad business

The move came alongside other efforts from Apple to increase transparency and privacy, which CEO Tim Cook called a "fundamental human right." With the release of iOS 14.3 last December, users began seeing app "nutrition labels" informing them of the data an app requests before downloading it from the App Store. 

Here's how to use the new App Tracking Transparency feature to control which apps are able to track you.

How to turn off app tracking on new apps

When you download and open a new app, you'll get a notification that asks if you want to let the app track your activity across other companies' apps and websites. You'll also see information about what the app would track. You can tap Ask App not to Track to block that activity or Allow.

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When you download an app, you'll see a notification pop up giving you a choice of whether or not you want to give the app permission to track you.

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You can also opt out of app tracking across every app you download by going to Settings > Privacy > Tracking, and toggling off Allow Apps to Request to Track. This means any app that tries to ask for your permission will be automatically blocked from asking and informed that you have requested not to be tracked. And all apps (other than those you've given permission to track in the past) will be blocked from accessing your device's information used for advertising, according to Apple. 

It's important to note that this doesn't mean ads will disappear. It just means that you'll be more likely to see generic ads, not one for that pair of shoes you clicked on one time. 

How to turn off app tracking on already-downloaded apps

For apps that you've already downloaded and may have tracking permissions set up for, you can still turn those permissions on or off on a per-app basis. 

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Under Settings, tap an app, and then tap to turn off Allow Tracking. Or go to Settings > Privacy > Tracking, and tap to turn on or off each app you'll see in the list of apps that have requested permission to track your activity. 

All app developers are required to ask for permission for tracking. If Apple learns a developer is tracking users who asked not to be tracked, they will need to either update their app, or else potentially face rejection from the app store. 

Apple believes that privacy features like these are a differentiator for their products. Cook has said that because the company's business model isn't built on selling ads, it can focus on privacy. 

For more, check out browser privacy settings you should change immediately, and CNET's picks for the best VPNs of 2021