People who browse the web on personal computers and Apple devices are about to gain a bit of privacy online. That’s because major tech companies are making it harder for advertisers to use two key technologies that allow them to track individuals across the web: third-party browser cookies and Apple’s ID for Advertisers (IDFA).  As a result, advertisers will have much less power to gather mountains of granular data on what individual web users read, view, and buy online.

Tech giants—mainly Apple, Google, and the non-profit Mozilla Corporation that runs the Firefox browser—are making these changes in response to widespread public backlash against tech companies snooping on internet users, as well as a wave of new national privacy regulations inspired by Europe’s landmark General Data Protection Regulation (GDPR). The new laws don’t explicitly require the tech firms to stop using tools like cookies or IDFA to track people but the companies are voluntarily improving privacy protections in an effort to appease angry consumers and crusading regulators. The industry hopes these attempts at self-regulation will deter lawmakers from imposing even more onerous legal restrictions in the future.

The new restrictions on the tools advertisers use to track people are intended to empower individuals to take control of their own privacy, and make more informed decisions about which companies can access their personal data. But they won’t come to all web users at the same time. It all depends on which device you use to access the internet—and which tech giant controls its operating system.

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