Last Fall, Safari introduced something called Intelligent Tracking Prevention, or ITP, which created new limits on the effectiveness of third-party advertising tracking using pixel-based methodologies. In the recent Apple Worldwide Developers Conference technology preview, the company announced that it will be implementing a second set of ITP policies, Intelligent Tracking Prevention 2 (or ITP 2). This blog post is intended to:
Topics: "pixel tracking",
Unless you’ve been living under a rock, you’ve probably heard about a feature in Safari V.11 called Intelligent Tracking Prevention (ITP). This post is designed to demystify the feature, outline its significance to partner marketing teams, and explain how to mitigate its impact on your data.
ITP is a new feature released simultaneously with the launch of iOS 11 and Safari 11. The idea behind ITP is to limit the ability to track users across domains.