Home > Support > Education > How To Guides > Cookie Tracking & ITP
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.
Join
It’s Easy And Free To Join In Just 3 Minutes
Advertise
Choose From A Large Range of Marketing Tools
Earn
With One Of Our Industry Leading Remuneration Models
FIND US ON
NZ PHONE
NZ FREE
HEAD OFFICE
Level 20,
HSBC Tower,
188 Quay Street,
Auckland 1010,
New Zealand
Black Bull Group Limited (trading name: BlackBull Markets) is a company registered and incorporated in New Zealand (NZBN 9429041417799) located at Level 20, 188 Quay St Auckland 1010. Black Bull Group Limited is registered FSP403326.
BlackBull Group UK Limited is registered in United Kingdom, Company Number – 9556804. Services provided by: BlackBull Group UK Limited (Company Number – 9556804) Address – 6 Thornes Office Park Monckton Road, West Yorkshire, England, WF2 7AN.
Black Bull Trade Limited is a NZ limited liability company incorporated and registered under the laws of New Zealand, with NZBN 9429049891041 and registered address Floor 20, 188 Quay Street, Auckland Central, Auckland 1010, New Zealand. Black Bull Trade is registered FSP403326.
Copyright © 2024 Black Bull Group Limited. All Rights Reserved.