Intelligent Tracking Prevention (ITP): The Impact on Cookies, AdTech, and MarTech - Clearcode Blog
Summary
But over the past few years, the reliance of third-party cookies has decreased due to changes in user behavior (e.g. installing ad-blocking software) and new privacy features in browsers. The Intelligent Tracking Prevention feature is just another example of a privacy update that threatens the very thing upon which online advertising depends – cookies. AdTech companies won’t be able to run targeted and retargeted ad campaigns on Safari browsers due to the cookie restrictions caused by ITP. If web analytics and MarTech tools don’t implement a workaround, then metrics and reports from users on Safari browsers will be inaccurate if their last visit was more than seven days ago. Major advertising groups have criticized Apple for releasing Intelligent Tracking Prevention, as they feel it will threaten the economic model of the Internet.
