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What is ITP and why does it matter? And what do I need to know about other browser cookie-expiration changes?
Intelligent Tracking Prevention (ITP) is a feature that reduces cross-site tracking by limiting cookies and other website data within the Apple Safari WebKit. Because ITP and cookie changes are is ever evolving, it is important to stay up to date on the changes and how as well as how those changes may be effecting your organization.
Why does this matter?
- Attribution for any channel coming on Safari, and possibly Mozilla soon, is challenging or not possible
- There are major implications for new vs. returning user metrics
- Remarketing from GA 360 is difficult as expire cookies after much much shorter time
In this webinar, we give an overview of ITP, provide potential solutions and things to consider, as well as next steps.