Five ways ITP 2.1 is impacting your marketing
With the recent release of ITP 2.1, Apple has changed the cookie game forever. The restrictions brought by Safari’s Intelligent Tracking Prevention on first-party cookies are creating new challenges for businesses relying on online behavioral advertising. Find out how it’s affecting marketing.
ITP 2.1 in a nutshell
ITP 2.1 stands for Intelligent Tracking Prevention 2.1 and is Apple’s initiative to protect user privacy by limiting the ability of marketers and online businesses to track users across domains via the Safari browser using first-party cookies. Compared to its first iteration in 2017 that decreased the tracking of third-party cookies to 30 days, ITP 2.1 is capping the lifetime of cookies set client side to seven days instead of the possible two years. This means that any cookie tracking carried out through martech and CRM tools or analytics platforms such as Adobe Analytics or Google Analytics are heavily impacted since all first-party cookies set in Safari are now expiring after a single week unless a solution is implemented to extend their lifetime.
Enhanced tracking restrictions through first- and third-party cookies can be seen as a growing trend among web browsers, as Firefox and Brave have already joined the party by blocking third-party trackers.
Stay clear of ITP 2.1, 2.2 & 2.3’s unintended impact
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