Apple defines 'tracking' as cross-party. Apple (and Google) don't care as much about tracking as they put effort into building their own first-party relationship with you.
Apple doesn't need to scrub the internet for information to show you ads in the App Store - they have your authenticated account where you have bought other apps. Similarly, Google doesn't need to build a clandestine profile for you if they have your Youtube and search history going back to when you created your gmail account.
Google and Apple typically have little desire to share any of that information with third parties (in either direction). Without a need to implement third-party tracking, features like Hide My Email don't really affect them. However, thats not a privileged position in the operating system (Google doesn't really have such a position on iOS). Thats just a strong relationship with the person involved - something both companies have been establishing for decades.
Both companies are also heavily invested in future tech where ad decisions being based on local data rather than sharing that data to make a decision on a server, and in conversions being tracked by an anonymized process.
But this means that you are baking a certain amount of business logic into the browser. So, in addition to advertising providers needing to do substantial work to leverage these new features, they also might have a mismatch between what their product does today and the proposed browser schemes.
In addition to making this a remarkably complex technical problem, it is also why Google's attempts to block third party cookies has been held up by regulators for years.
Apple doesn't need to scrub the internet for information to show you ads in the App Store - they have your authenticated account where you have bought other apps. Similarly, Google doesn't need to build a clandestine profile for you if they have your Youtube and search history going back to when you created your gmail account.
Google and Apple typically have little desire to share any of that information with third parties (in either direction). Without a need to implement third-party tracking, features like Hide My Email don't really affect them. However, thats not a privileged position in the operating system (Google doesn't really have such a position on iOS). Thats just a strong relationship with the person involved - something both companies have been establishing for decades.
Both companies are also heavily invested in future tech where ad decisions being based on local data rather than sharing that data to make a decision on a server, and in conversions being tracked by an anonymized process.
But this means that you are baking a certain amount of business logic into the browser. So, in addition to advertising providers needing to do substantial work to leverage these new features, they also might have a mismatch between what their product does today and the proposed browser schemes.
In addition to making this a remarkably complex technical problem, it is also why Google's attempts to block third party cookies has been held up by regulators for years.