Apple continues to evolve Intelligent Tracking Prevention, most recently introducing ITP 2.2. The latest ITP enhancement caps cookies to one day when both of the following conditions are met:
- A user lands on the current webpage because of a domain that has cross-site tracking capabilities
- The final URL of this navigation has a query string and/or fragment identifier
• A detailed description of what this looks like can be found here
And Safari isn’t the only browser making changes, as Chrome and Firefox have taken similar steps to alter their functionality relative to cookies.
Google Chrome announced opt-in cookie controls that will be released in the coming months. The tool makes it easier for users to block or clear cookies from their browser activity, effectively protecting themselves from data collection at their own discretion. Chrome users can also download a browser extension that provides transparency into which data is being used to target them with ads with data supplied by Google.
Firefox has also unveiled Private Browsing, which erases the users’ browsing information—including cookies—and Content Blocking which prevents tracking of private information tracking, storage and sharing between websites.
How can advertisers protect their affiliate tracking amid browser changes?
Pepperjam’s Container Tag permits affiliate tracking despite the limitations set by ITP 2.2.
Pepperjam advertisers that have not yet implemented the container tag are at risk. The solution can be implemented using Container Tag documentation or through our ecommerce platform extensions available to brands on Salesforce Commerce Cloud, Magento, WooCommerce and Shopify.
To learn more about Safari ITP, check out our other resources:
