By Matt Moore on August 8, 2018 | Article / Blog Post Apple has released an update to their Intelligent Tracking Prevention (ITP), which blocks even more cookie-based tracking than the previous iteration did. Advertisers who are still using traditional gateway tracking are going to be particularly affected.

In fact, we estimate that anyone relying on traditional tracking methods will lose tracking on up to 9% of sales generated by their partners. However, advertisers following our best practices for tracking will continue to see no negative impact whatsoever.

Since our Universal Tracking Tag (UTT), white-labeled tracking domains, and our API-based tracking are not hindered by ITP 2.0, any advertisers tracking via those methods will remain unaffected. We strongly urge all our advertisers to adopt one of these superior tracking technologies in order to continue tracking as many conversions as possible.

Last September, Apple introduced Intelligent Tracking Prevention (ITP), which made it harder to use third-party cookies to track Safari users on both iOS and MacOS. In particular, the original ITP added a 24-hour window to cookies in domains it flagged as being able to track cross-domain, after which access to third-party cookies would be blocked.

This posed problems for many tracking providers, since a good deal of tracking is done with third-party cookies. For instance, affiliate tracking has traditionally used redirects to quickly detour users through a “gateway” between the partner site and the intended landing page on the advertiser’s site. Read more from…

thumbnail courtesy of