Apple Intelligent Tracking Protection 2.0

What is Apple ITP?

Apple introduced Intelligent Tracking Protection (ITP) 1.0 for Safari in September 2017 with the iOS 11 release, as a browser setting called “Prevent Cross-Site Tracking”, enabled by default.

ITP is intended to stop tracking service providers from reading Advertiser’s cookies from 24 hours after they were created. ITP targets cookies that Apple deems to be tracking users across multiple sites. The focus of ITP 1.0 was on third-party cookies and cookies that are read in a third-party context.

What’s the difference between a 1st party cookie and a 3rd party cookie?

https://webkit.org/blog/7675/intelligent-tracking-prevention/

What is ITP 2.0?

ITP 2.0 goes further and introduces the following new features:

  • 24 hour window removal – Cookies can no longer be read in a 3rd party context for up to 24 hours after creation
  • Tracker Collusion Protection – The technology detects when redirects are being utilised for tracking purposes and will prevent these redirects from dropping cookies. This means the Optimise Click Redirect will no longer be able to drop cookies.
  • Origin-only referrer – A referring URL such as www.advertiser.com/product/productXYZ will no longer be reported in its entirety and will be stripped back to the root domain: www.advertiser.com.

You read more here:

https://techcrunch.com/2018/06/05/apple-got-even-tougher-on-ad-trackers-at-wwdc/

https://webkit.org/blog/8311/intelligent-tracking-prevention-2-0/

What does this mean to my Optimise Campaigns?

Affiliate Marketing is a less intrusive advertising channel and Optimise remains committed to respecting user’s privacy as a core principal of our technologies.

Many of our Advertisers utilise Optimise Universal Tracking on your affiliate campaigns and if you have fully implemented Optimise Universal Tracking then your campaign will not be subject to the challenges of ITP 2.0.

If you are using Optimise Legacy Tracking you need to upgrade to Optimise Universal Tracking now.

If you are working with a 3rd party tracking provider such as DoubleClick and are using this to “contain” the Optimise Tag or to attribute and validate sales on your campaign then we would strongly recommend discussing ITP 2.0 with them to understand the impact this brings on their technology.

If you need assistance upgrading to Optimise Universal Tracking or unsure of the impact of a 3rd party tracking provider please contact your Account Manager.

What’s the difference between a 1st party cookie and a 3rd party cookie?

A first party cookie is created on the domain visited by the end user. eg. If a user visits www.optimisemedia.com then any cookie set on optimisemedia.com would be a 1st party cookie. If a plugin or analytics tag sets a cookie under its own domain then this would be a 3rd party cookie. eg. If a user visits www.optimisemedia.com and a facebook plugin sets a cookie on facebook.com

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