{"id":11417,"date":"2019-03-14T11:17:38","date_gmt":"2019-03-14T05:47:38","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=11417"},"modified":"2022-09-02T14:36:20","modified_gmt":"2022-09-02T09:06:20","slug":"intelligent-tracking-prevention-apple-itp-2-1","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/","title":{"rendered":"Apple ITP 2.1: What is This Update and How Does ITP Affect Ad Industry?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Apple has announced to <a href=\"https:\/\/developer.apple.com\/documentation\/safari_release_notes\/safari_12_1_beta_3_release_notes\">launch<\/a> a new version of ITP 2.1 by end of this month (March). This time, it will be affecting both first-party cookies and third-party cookies. <br><\/p>\n\n\n\n<p>In the year 2017, Apple first released ITP aka Intelligent Tracking Prevention for the Safari browser. With ITP 1.0, Safari wanted to prevent third-party cookies from tracking users across different sites. And now, we have ITP 2.1 coming soon to strengthen that protection against user tracking.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/#So_What_is_Apple_ITP\" >So, What is Apple ITP?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/#Then_What_Is_the_New_ITP_21_About\" >Then What Is the New ITP 2.1 About?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/#How_Does_ITP_21_Affect_The_Ad_Industry\" >How Does ITP 2.1 Affect The Ad Industry?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"So_What_is_Apple_ITP\"><\/span>So, What is Apple ITP?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>ITP or Intelligent Tracking Prevention is a new feature added to the Safari browser that restricts user tracking using cookies. Meaning, ITP limits publishers and advertisers to track users across domains.<br><\/p>\n\n\n\n<p>The initial model (ITP 1.0) is simple where cookies are allowed to be used in third-party context for 24 hours. After that, the cookies reside in the browser for 30 days. In case if the user doesn\u2019t interact with that domain in 30 days, the cookies will be purged.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" width=\"1640\" height=\"624\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-1.0.jpg\" alt=\"Apple ITP 1.0 cookie lifecylce\" class=\"wp-image-11424\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-1.0.jpg 1640w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-1.0-300x114.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-1.0-1024x390.jpg 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-1.0-768x292.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-1.0-1536x584.jpg 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-1.0-150x57.jpg 150w\" sizes=\"(max-width: 1640px) 100vw, 1640px\" \/><\/figure>\n\n\n\n<p>But why 24 hours? Mostly because the user might need the third-party context while using services on website\u2012for example, logging in to a service\/platform using Google or Facebook account.<br><\/p>\n\n\n\n<p>However, if user visits the domain again in between 30 days, the cookies will be refreshed and another 30-day cycle will start.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Then_What_Is_the_New_ITP_21_About\"><\/span>Then What Is the New ITP 2.1 About?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In June 2018, Apple released ITP 2.0 and it removed the 24-hour cookie access window. This was because the ad industry had come up with multiple turnarounds like storing third-party cookies as first-party cookies. Due to tracking prevention, publishers and advertisers were unable to track and target users with Safari browsers. Hence, to avert such practices, Safari was updated with ITP 2.0.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" width=\"1640\" height=\"624\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.0.jpg\" alt=\"Apple ITP 2.0 Cookie Lifecycle\" class=\"wp-image-11425\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.0.jpg 1640w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.0-300x114.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.0-1024x390.jpg 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.0-768x292.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.0-1536x584.jpg 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.0-150x57.jpg 150w\" sizes=\"(max-width: 1640px) 100vw, 1640px\" \/><\/figure>\n\n\n\n<p>This is the ITP 2.0 model where third-party cookies are not allowed, and first-party cookies reside for 30 days. <br><\/p>\n\n\n\n<p>However,ad tech still continued with practices to find ways to track the user. In response to this, Apple is releasing ITP 2.1 which will affect both first-party and third-party cookies. <br><\/p>\n\n\n\n<p>This what the ITP 2.1 model looks like:<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" width=\"1640\" height=\"624\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1-2.jpg\" alt=\"Apple ITP 2.1 Cookie Lifecycle\" class=\"wp-image-11426\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1-2.jpg 1640w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1-2-300x114.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1-2-1024x390.jpg 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1-2-768x292.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1-2-1536x584.jpg 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1-2-150x57.jpg 150w\" sizes=\"(max-width: 1640px) 100vw, 1640px\" \/><\/figure>\n\n\n\n<p>In a nutshell, with ITP 2.0, third-party cookies are blocked entirely. However, first-party cookies are also limited from tracking cross-domain data of users. Also, client-side cookies are capped to 7 days of storage.<br><\/p>\n\n\n\n<p><a href=\"https:\/\/developer.mozilla.org\/en-US\/docs\/Web\/API\/Storage_Access_API\">Storage Access API<\/a> must be used, even if used for things like login management. The main purpose of this change is to reduce the amount of data stored using session cookies for any given site.<br><\/p>\n\n\n\n<p>Remember, with ITP 2.1, Apple wants to prevent user tracking (not blocking of the cookies). Hence, the name is \u2018Intelligent Tracking Prevention\u2019 (not \u2018Intelligent Cookies Prevention\u2019).<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Does_ITP_21_Affect_The_Ad_Industry\"><\/span>How Does ITP 2.1 Affect The Ad Industry?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>According to Stetic, 30% people (approx) use Safari browser, worldwide. This means, publishers are unable to track these 30% people which directly affect the ad targeting strategies. Furthermore, Firefox is also known to block third-party cookies.<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=\"https:\/\/lh6.googleusercontent.com\/JCGdvrDl84lzn8Cp7iGFR0ZC5Ir5GoMQeHoD3ZyFou_w8pdLrfqJK-Zko_IfzwGKKeGgVcxanXJx0BwKdpwc69cKUVeOKUR4CGD5yVrUiesg6AOrOHHEiz5F6TSmYd7aX3DRY2jI\" alt=\"\"\/><figcaption> <br>Image Source: Stetic <\/figcaption><\/figure>\n\n\n\n<p>With Safari and Firefox combined, there are 45% users (approximately) hidden to publishers. Once ITP 2.1 will be in action, publisher won\u2019t be able to track the Safari users with efficiency. This can ultimately affect the <a href=\"https:\/\/www.adpushup.com\/blog\/types-of-ad-targeting\/\">ad targeting<\/a> and further reducing the market value of their inventory.<br><\/p>\n\n\n\n<p>Also, publishers might see a huge surge in unique visitors. This is because the analytics tool might be counting one user as two unique users if he\/she accesses the domain after a gap of 7 days. <br><\/p>\n\n\n\n<p>\u201cPreviously, a Google Analytics cookies would, in theory, last for two years; it will now be deleted by Safari after seven days. That could drastically inflate the number of unique visitors that brands and advertisers see in their figures\u201d said Sam Vining, head of data and consultancy at iCrossing.<br><\/p>\n\n\n\n<p>It\u2019s going to affect the entire ad tech ecosystem\u2012publishers, marketers, and vendors. Industry is now needed to adjust according to the fact that user tracking is restricted. However, it\u2019s likely that someone will find out a turnaround again for ITP 2.1.<br><\/p>\n\n\n\n<p>And in response to that, Apple will launch another update to counter that turnaround. As mentioned by Ratko Vidakovic, founder of AdProfs, \u201cGiven Apple\u2019s aggressive attitude towards this issue, it seems like the idea of persistent cookies in Safari, for cross-site tracking purposes, will eventually be a thing of the past\u201d.<br><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Apple has announced to launch a new version of ITP 2.1 by end of this month (March). This time, it will be affecting both first-party cookies and third-party cookies. In the year 2017, Apple first released ITP aka Intelligent Tracking Prevention for the Safari browser. With ITP 1.0, Safari wanted to prevent third-party cookies from<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":11421,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2019-03-14T05:48:44Z","apple_news_api_id":"770be3c9-5cb9-4b9c-81a7-604a3cc25144","apple_news_api_modified_at":"2019-04-10T09:23:50Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAAAQ==","apple_news_api_share_url":"https:\/\/apple.news\/AdwvjyVy5S5yBp2BKPMJRRA","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6446],"tags":[6465],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Apple ITP 2.1: Update and How Does ITP Affect Ad Industry? Adpushup<\/title>\n<meta name=\"description\" content=\"Apple ITP 2.1 is a Safari browser feature that prevents user tracking by capping the life of cookies by 7 days. This is how it will affect the ad industry.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Apple ITP 2.1: Update and How Does ITP Affect Ad Industry? Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Apple ITP 2.1 is a Safari browser feature that prevents user tracking by capping the life of cookies by 7 days. This is how it will affect the ad industry.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1.jpg\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/03\/Apple-ITP-2.1.jpg\",\"width\":2550,\"height\":1700,\"caption\":\"What is Apple ITP 2.1\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/\",\"name\":\"Apple ITP 2.1: Update and How Does ITP Affect Ad Industry? 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