The newest update to Apple’s Safari browser came with an unwelcome change for marketers. A new feature called “Intelligent Tracking Prevention”, or “ITP 2”, has been rolled out and is causing major problems. The new software prevents marketers from tracking Safari users’ cookies. This has massive implications when it comes to tracking return on investment, attribution, and many other extremely useful data points. Over 50% of mobile internet users in the U.S. use Safari. Unlike the past version of ITP, ITP 2 does not have any third-party workarounds offered by Google and other tech companies.
While Apple makes enemies in the advertising world, they continue to solidify their reputation of protecting their customers’ privacy. This behavior quells the fears of privacy encroachment for a, both by corporate and government entities.