"Over the last year Apple has been making changes to the way their browser works, specifically in its treatment of cookies. Originally it was only third-party cookies that were targeted, being deleted or blocked by browsers, then earlier last year it shifted focus to removing some first-party cookies if they are set in the browser using JavaScript. Google Analytics uses a first-party cookie to set and store its unique identifier for a user, this is the client ID."
"Under Intelligent Tracking Prevention (ITP) 2.1 first-party cookies set in the browser were restricted and set to expire after seven days after which the browser removes them. With the introduction of ITP 2.2 things became stricter, cookies are now being limited to only one day in some circumstances, which is problematic for marketers as it means the customer journey is not recognised and tracked in its entirety."
Apple's browser changes under Intelligent Tracking Prevention (ITP) have progressively targeted cookies, moving from third-party to some first-party cookies set via JavaScript. Google Analytics relies on a first-party client ID cookie to identify users; ITP 2.1 limited such cookies to seven days while ITP 2.2 can restrict them to one day in some cases. Shortened cookie lifespans disrupt recognition of multi-day customer journeys and reduce measurement accuracy. Apple framed changes to curb ad platforms' cross-site tracking, but analytics tools are affected as collateral damage. Marketers must explore server-side tracking, first-party data collection, consented identifiers, cookieless measurement, and contextual targeting.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]