ITP (Intelligent Tracking Prevention) is a feature that was first introduced by Apple in 2017 in the Safari browser. The feature was designed to protect users’ privacy by limiting the ability of third-party websites to track users via cookies. ITP uses machine learning algorithms to classify cookies and trackers, giving first-party cookies full access to the browser while limiting the lifespan of third-party cookies to 24 hours.
The first version of ITP was released in 2017 with Safari 11 and ITP 2.0 was released in 2018 with Safari 12. ITP 2.1 was released in 2019 with Safari 12.1, which further restricted the use of cookies by third-party trackers. ITP 2.2 was released in 2020 with Safari 14, which introduced a seven-day limit on first-party cookie lifetime.
As the privacy concern is rising and the regulations are getting stricter, other browser developers like Mozilla, Google, Microsoft, etc started to implement similar tracking prevention features in their browsers.
ITP has been widely praised by privacy advocates for its effectiveness in protecting users’ privacy, but it has also caused challenges for businesses that rely on tracking and targeted advertising.
ITP limits the lifespan of first-party cookies to 7 days and third-party cookies to 24 hours, making it difficult for affiliate marketers to track users over a longer period of time.
Instead of relying solely on cookies, affiliate marketers can use alternative tracking methods such as server-side tracking, fingerprinting, or using link redirects with unique identifiers.
A consent management solution allows users to opt-in or opt-out of cookie tracking, which can help affiliate marketers comply with privacy regulations such as GDPR.
Be transparent with users about the use of cookies and tracking technologies on your website and obtain their consent where required.
Continuously monitor the effectiveness of your tracking methods and adjust your strategy as needed to ensure that you are still able to effectively track users and deliver relevant affiliate offers.
Optimise your tracking methods for mobile devices, as mobile browsers are increasingly implementing ITP-like features.
Keep an eye on updates to ITP and other browser-based tracking prevention features, as well as developments in privacy regulations, to ensure that your affiliate marketing strategy remains compliant and effective.
ITP can affect affiliates in several ways:
ITP limits the lifespan of third-party cookies to 24 hours, making it difficult for affiliates to track users over a longer period of time. This can make it more challenging for affiliates to deliver relevant offers to users and attribute conversions to their marketing efforts.
With the reduced tracking ability, affiliates may not be able to target their audience as effectively as before. This may lead to lower conversion rates, which can have a significant impact on their revenue.
ITP can make it difficult for affiliates to attribute conversions to their marketing efforts, which can make it harder to determine the effectiveness of their campaigns and optimise them.
ITP also limits the ability of third-party websites to track users across multiple sites, which can make it more challenging for affiliates to track users across different websites or platforms.
ITP can also make it more difficult for affiliates to remarket to users who have previously interacted with their website.