Apple's Webkit to launch new privacy feature for ad tracking

(Reuters) - Apple Inc's browser engine Webkit said https://webkit.org/blog/8943/privacy-preserving-ad-click-attribution-for-the-web on Wednesday it will launch a new technology to track ad clicks while preserving user privacy.

Earlier this month, Alphabet Inc's Google said it will roll out a dashboard-like function in its Chrome browser to offer users more control in fending off tracking cookies, according to Wall Street Journal.

Apple's step shows how increased public scrutiny is forcing greater transparency in Silicon Valley.

(Reporting by Sayanti Chakraborty in Bengaluru; Editing by Shinjini Ganguli)