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Intelligent Tracking Prevention (ITP) 

Intelligent Tracking Prevention (ITP)

In recent years the effectiveness of tracking cookies significantly decreased due to stricter regulations, such as the General Data Protection Regulation (GDPR), a shift in public opinion, and new initiatives such as the Intelligent Tracking Prevention (ITP). These developments will lead to a change in how to perform online marketing. But they will undoubtedly also lead to new opportunities. iProspect helps you in adapting those changes and….

What is intelligent Tracking Prevention?

Browser and privacy updates prompt concern over the future of data-driven marketing.  Marketers have been using cookies since their development 26 years ago. They’ve been a critical tool in allowing us to understand consumer behaviour and target users effectively. As public concerns about privacy and security continue to grow, cookies have been under fire throughout the decade. As a response to regulation (e.g. GDPR, CCPA) and consumer demand, all major browsers have recently launched or announced initiatives for greater user privacy control. Most notably: Chrome, Firefox and Safari all have plans (or have already implemented) the default blocking of 3rd party cookies. Safari’s initiative Intelligent Tracking Prevention (ITP) also has restricted the use of 1st party cookies, reducing the lifespan to a maximum of 7 days of inactivity. Each of these browser updates will have its impact on marketing, but a lot varies brand-to-brand, market-to-market.

The impact on marketing

Data breaches and scandals such as Facebook/Cambridge Analytica have increased awareness and unease about how consumer data is being monetised. Concern over data collection and privacy has led to legislation, which have brought even greater visibility to (and concern over) data collection practices. Leading browsers have also reacted to consumer and regulatory demand for privacy by updating their default cookie settings to favor consumer privacy. The biggest concern for marketers is the disablement of third-party cookies.

As third-party cookies allow advertisers to target and measure users across sites, blocking of third-party cookies means users are harder to find, ads become less relevant, and KPIs are impacted.

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Responding to changes

With nearly all digital advertising platforms relying on cookies for tracking and targeting, things are going to get a hell of a lot harder. But that doesn’t mean we should give up. It simply means we’ll need to adapt.

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