What is ITP?

Should I worry? And why does it impact my digital marketing?

Intelligent Tracking Prevention, ITP

In the name of user privacy, Apple introduced Intelligent Tracking Prevention (ITP) in 2017 with a view to limit website tracking capabilities in Safari. In spring 2019, ITP 2.1 and 2.2 were introduced that limits client-side tracking to only 7 days or 24 hours, depending on the cookie. This have a severe impact on your digital marketing performance.

Your web analytics, remarketing, personalization, A/B-testing, website cookies, and even cookie-consent cookies are deleted.

Action is required in order to keep accurate and consistent analytics and marketing data.

ITP Timeline

Intelligent Tracking Prevention was initially rolled out in 2017. Since then, several updates have been rolled out with latest version being 2.3.

Additional resources

Webkit references for past and current ITP versions:

ITP 1.0
ITP 1.1
ITP 2.0
ITP 2.1
ITP 2.2
ITP 2.3