ITP stands for Intelligent Tracking Prevention and is Apple's way to protect better Safari users from unwanted user tracking. Apple's focus is on preventing website users from being tracked without their knowledge and consent, primarily when the data is used for advertising and cross-location tracking.

How does ITP prevent sites from tracking end-users?

ITP technology attacks cookies that are set via the client (browser). These cookies have often been used to keep track of users on various websites and have been used by advertisers to personalize ads, even without the end user's consent. With ITP 2.1, all cookies set via the client (browser) are deleted after seven days. It does not matter whether it is used for cross-site tracking or not.

What changes with the update to ITP 2.2?

In addition to the cookies that are automatically deleted after seven days of being set by the customer, the ITP technology recognizes the link decoration. Link decoration occurs when a parameter in a URL is used to transfer information from one website to another and is typically marked with a "?" at the end of the URL.


If these parameters are then stored in a cookie set by the client in the end user's cookie store AND the link takes an end user from a third-party website to the current site (the one that wants to store the cookie), the cookie most likely is deleted after 24 hours.

Are there any limitations in the data collection of Mapp Intelligence customers with the introduction of ITP?

No, if you follow our best practices for the ITP 2.1. For example, the only persistent cookies we ever stored on the client were the EID and SID cookies. With our best practices for the ITP 2.1 update, these cookies are stored on the server. Cookies stored on the server are NOT affected, neither by ITP 2.1 nor by ITP 2.2. All other cookies required by us are only valid for the time of the browser session, so the browser has always set the procedure. If the end user closes his browser, the cookies will be deleted anyway.