Seems everything we do is bring tracked these days so advertisers can target us with their ads. With iOS 6 on the iPhone, iPad and iPod touch, you can limit an advertiser’s ability to watch your every move.
To limit what can be tracked: Go to Settings > General > About, then scroll to the bottom of the screen where you’ll find Limit Ad Tracking. Turn it on.
Apple was unhappy when third party developers and advertisers began using iOS users’ UUID (universally unique device identifier) to track individual devices behavior. During the iOS 5 days, Apple began slapping the hands of app developers for this behavior and working towards retiring the UUID. They’re substituting it with something they call an “Advertising Identifier”. With the Limit Ad Tracking feature, you can choose to disable the Advertising Identifier:
“iOS 6 introduces the Advertising Identifier, a non-permanent, non-personal, device identifier, that advertising networks will use to give you more control over advertisers’ ability to use tracking methods. If you choose to limit ad tracking, advertising networks using the Advertising Identifier may no longer gather information to serve you targeted ads. In the future, all advertising networks will be required to use the Advertising Identifier. However, until advertising networks transition to using the Advertising Identifier, you may still receive targeted ads from other networks.”