Apple recently released another update to Intelligent Tracking Prevention (ITP), which brings it up to ITP 2.2. What exactly is ITP, what does this latest update mean, are you ITP 2.2 compliant, and how do you keep your marketing safe from any negative side effects? Let’s take a look.
Remind me, what is ITP again?
Apple created ITP in the name of privacy. Essentially, the original ITP made it harder to use third-party cookies to track Safari users on iOS and MacOS. The big target here was not ad attribution, but rather the creepy ads that seem to follow users around the internet. The original ITP 1.0 added a 24-hour window to cookies in the domains it flagged so they could be tracked cross-domain, after which access to third-party cookies was blocked. This posed problems for many tracking providers since a good deal of tracking is done with third-party cookies.
For a cookie to be capped at one day by ITP 2.2, three conditions must be fulfilled: