Browser developers are making privacy a priority, but they still may not be doing as much as you'd like in fighting pervasive ad industry trackers. You can take your online privacy into your own hands and outsmart that online tracking, though. A good way to start is by adjusting some of your browser settings.
Incidents like Facebook's Cambridge Analytica scandal elevated privacy protection on Silicon Valley's priority list by revealing how companies compile reams of data as you traverse the internet. Their goal? To build a richly detailed user profile so they can target you with more accurate, clickable and thus profitable advertisements.
Apple and Google are in a war for the web, with Google pushing aggressively for an interactive web to rival native apps and Apple moving more slowly -- partly out of concern new features will worsen security and be annoying to use. Privacy adds another dimension to the competition and to your browser decision.