The latest development of Apple includes the latest version of Intelligent Tracking Prevention (ITP) in the beta versions of its software. The launch has been announced on webkit.org and details the complete changes in ITP2.1. Apple says that these changes are driven by privacy, security and performance.
Apple’s Intelligent Tracking Prevention 2.1 (ITP2.1) limits the length of client side cookies to seven days. In short, this means a Safari user that visits your site today will be viewed as a new/separate user if they don’t directly interact with your site within the next seven days.
This latest version of ITP has very significant implications for web analysts, and everyone whose job involves implementing or maintaining digital analytics software should be aware of the changes.
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