Browser providers are looking at ways to protect users from having their cookies used to track their behavior. Apple calls this Intelligent Tracking Prevention (ITP). Firefox calls it Enhanced Tracking Protection. Google is also currently in development on ways to limit or opt-out of cookie tracking.

At Treasure Data we understand how important cookies are to being able to provide optimal personalization experiences for customers. We will continue to monitor the evolving technology in this area and will work with you to explore options that legally support the privacy and personalization goals of your organization.

About Intelligent Tracking Prevention (ITP) 2.1 and Treasure Data

Apple recently changed how Safari manages and persists cookies. They now clear cookies after 7 days of inactivity. This means that if you rely on uniquely identifying your customers by the cookies that persist on their devices, you need to change some of the logic to manage your customers that use Safari.

The beta releases of iOS 12.2 and Safari 12.1 on macOS High Sierra and Mojave include an updated version of ITP. This change began rolling out March 25th, 2019.

It reduces the ability to establish user identities across sites for tracking purposes.

With ITP:

  • partitioned cookies are not persisted

  • client-side cookies are capped to 7 days of storage

  • only cookies created through document.cookie are affected by this change

  • effects cookies created in first-party contexts as well as in third-party iframes

  • server-side cookies are not affected

  • Chrome, Firefox or other browsers are not affected

After a domain is classified by ITP as a cross site domain, ITP automatically purges the cookie after 24 hours of inactivity. For more information or visit

Will ITP affect delivery of segments from the Audience Studio?

  • Segments activating third party cookies may be impacted depending on how they are classified by ITP. We suggest you work with your activation partner to evaluate the impact.

How will attribution change post ITP 2.1?

  • Attribution becomes more difficult when an ad is displayed on a Safari browser because the identifiers collecting user interactions across touch points are even more fragmented.

How does ITP 2.1 with GDPR affect my customer experience?

  • With the first party cookie no longer persistent, more opt-in notices are exposed because websites are unable to retain their privacy preferences.

Is subdomain tracking impacted by ITP 2.1?

  • Depending on the implementation of first party cookies, tracking across subdomains should not be affected.

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