The Safari browser update that's driving marketers crazy
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Apple Safari’s second iteration of Intelligent Tracking Prevention, or “ITP2″which prevents tracking cookies from working in the open webhas been causing havoc among marketers since it launched. Apple introduced its first version of ITP in 2017, but companies such as Google and Criteo quickly found workarounds to maintain the status quo. That prompted Apple to introduce a newer, stricter version last September.
The problem
Currently, a Safari user who visits Patagonia’s site looking for a cotton quilt pullover, for example, can’t be targeted with ads from the retailer elsewhere on the web. The same applies if that shopper abandons the Patagonia shopping cart with said pullover in itPatagonia can’t target the shopper with that item on other sites.
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