Last updated: March 20, 2019
ITP 2.1 is slated to be fully released in the coming weeks when iOS 12.2 is out of beta. Apple is stepping up their privacy game even more after ITP 2.0 last year and attempting to make it essentially impossible for advertisers to track cross-domain actions in order to build a profile of interests, behaviors, and demographics.
What is changing?
- Say goodbye to third-party cookies. The only way to access third-party cookies is through Storage Access API which requires explicit user consent. ITP 2.1 places more restrictions on partitioned cookies, which now means they will not be set at all.
- First-party cookies are now time limited. All first-party cookies will be purged after 7 days. This does not apply to authentication cookies. This will impact measurements of unique users most notably for a period longer than seven days. Most importantly this will impact the ability of DPAs and other ad sets using pixel data to serve ATC products
What is the impact?
Overall, this is going to severely limit our conversion tracking and analytics insights from Safari (iOS) browsers. Keep in mind that Safari is the default browser on all Apple products, so in essence assume most iPhone and iPad devices will be affected. iOS devices have a 57% market share for mobile and 32% for desktop in the US for the last 12 months. If you have any ad sets with a lookback window larger than 7-days, assume you’ll see a sharp drop in your cookie pool for retargeting as users of only seven days or newer will be targetable.
What can you do?
More to come on this - in the meantime, reach out to your New Engen contact with any questions!