What You Need to Know About ITP 2.0 and Your Tag/Pixel Management

If you've heard about ITP 2.0 and are wondering what it means for your analytics data and tag management, this video is for you!

Should you be worried about the recently announced ITP2.0? Could this new update mean you’re about to lose all of your website data and tracking?

In short, there’s no need to panic - but stick with us to understand how to be better prepared for this change that will soon impact all of us in the digital marketing atmosphere.

First Things First: What Is ITP?

Last September, Apple released an important update for the 11th version of Safari: It would now include an Intelligent Tracking Prevention feature which would be activated by default for all of its users.   

When ITP is activated, third-party cookies can only track a user's activity across sites for 24 hours from the exact moment a user visits a website. After this 24-hour window, these third-party cookies are only able to “remember” a user's login information. With ITP, all third-party cookies are gone after thirty days.

Later this month, Apple will introduce the second generation of their Intelligent Tracking Prevention feature with the launch of a new update for Safari v.12.

Differences Between ITP 1.0 and ITP 2.0.

ITP 1.0 allowed third-party cookies to track a users' activity for the initial 24 hours after visiting a website. This will no longer be possible with ITP 2.0.

ITP 2.0 will include a feature called "Tracker Collusion Protection.", which will identify when a user is being redirected for tracking purposes only. For example, this feature would be able to prevent a user from having to go through a tracking domain before being sent to the final URL.

Another feature that will be introduced with ITP 2.0 is "Origin-Only Referrer." This trims referring URLs down to the root domain within reporting, removing any information after the root domain.

ITP 2.0 aims to reduce the ability of third-parties to track web users via cookies and other tracking methods. 

Today, Safari owns approximately 15% of the browser market share and, with this initiative, we can be sure that additional browsers will follow Safari’s lead. In fact,Mozilla Firefox recently announced that it will soon be implementing similar, and probably even stricter, privacy changes to its browser.

This article was originally published on InfoTrust Blog.

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