Privacy Preserving Ad Measurement is a feature that allows advertisers to measure the effectiveness of their ads while maintaining anonymity for users. It is designed to help websites and advertisers measure the effectiveness of ads while preserving users privacy. This feature is available in mobile (iPhone or iPad) and desktop (Mac) Safari versions, and even though the wording is different, it performs the same function.

When Privacy Preserving Ad Measurement is enabled, advertisers can measure how theyre doing without associating ad activity with the user. This means that advertisers can measure the effectiveness of their ads without tracking the users internet habits or collecting data about them. The feature anonymizes taps or "clicks" so that advertisers only see that somebody tapped the ad, not that the user did.

If users want to disable Privacy Preserving Ad Measurement, they can go to Safari settings and toggle off the "Privacy Preserving Ad Measurement" switch. With this feature turned off, no click metadata will be stored, and no attribution reports will be sent out.

Overall, Privacy Preserving Ad Measurement is a way to support advertising without compromising the security of the people opening the ads. It is designed to preserve users privacy and provide support for advertising without harming privacy.