Dive Summary:

• Apple's updated operating system, iOS 6, which ships with the new iPhone 5, will allow users an option to “limit ad tracking.”
• The option comes as Apple ends its support of UDIDs in iOS 6 in favor of a new Advertising Identifier, which Apple defines as "a non-permanent, non-personal, device identifier, that advertising networks will use to give you more control over advertisers’ ability to use tracking methods."
• The new option will be access through the About menu on iPhones and other devices using iOS 6. 

From the article:

With all the hype surrounding the freshly unveiled iPhone 5 and its preorder kick-off this morning, it’s easy to overlook iOS and the immense slate of new features coming to the Apple smartphone.

One of the most talked-about and freshly uncovered features is ability for users to "limit ad tracking." ...