Initially implemented in September 2018, Intelligent Tracking Prevention (ITP) 2.0 was introduced and implemented across the Safari browser as a setting change that disables 3rd party cookie tracking. More specifically, 3rd party cookies have read-only permissions, and 3rd party trackers are only able to “read” for a 24-hour period after a 1st party interaction occurs.
Given that much of the digital advertising’s current conversion tracking and performance metrics are rooted in the ability to implement and track cookies, the impact of ITP 2.0 is currently being assessed with some deep concern from the industry. Although the extent of consequences to daily business models vary depending on the role of a given stakeholder in the digital ecosystem, future-proofing businesses and partnerships must now include consideration of ITP 2.0 and an impact assessment.
Adding to the complexity, after only five months following the release of ITP 2.0 came the announcement ITP 2.1, which is slated to come into effect once beta testing of both Safari 12.1 and iOS 12.2 are complete. It is uncertain if ITP 2.1 was introduced due to 3rd party cookies being stored as 1st party cookies, but ITP 2.1 will target 1st party cookies. More specifically: 1st party cookies will only be stored for 7 days which will be of serious concern to the entire eco-system.
Recent pressure from consumers and international governments is mobilizing the industry towards solutions that appease privacy concerns. The move from Safari signals the potential start of a fragmented standard approach to the use of data and could drive the industry to invest significant efforts across various platforms to deliver and maintain consistent, accountable measures to advertisers who depend on data-based advertising results.
IAB Canada will continue to monitor and provide industry guidance on this topic – and should you be interested in being part of these developments, or if you would like to contribute thought leadership on future-proofing businesses and partnerships alike, please join our Council and Committee discussions by reaching out to Committes@iabcanada.com or contact Laura Ferron.
In the meantime, for a more in depth look into ITP 2.0, you can find additional information here.