According to this appleinsider.com article, Apple has introduced new privacy functionality that can limit ad tracking in iOS 6:
Apple was not happy to see third party developers and ad networks using iOS users' UUID (universally unique device identifiers) to perform sophisticated tracking of individual devices (web cookies, unlike UUIDs, can't track a specific computer, and can be deleted by the user), particularly when they tracked UUIDs down inside Apple's headquarters to spy out new models.
Apple has not publicized this feature much and has set the default state to OFF, and has placed the setting at .
If turned on, how does this feature improve user privacy? Does this setting really prevent advertisers from tracking individual phones/computers? Details have been limited, so I'd appreciate any information that can shed some light about the expected functionality of this privacy feature.