facebookIcon tracking

White Paper

ITP 2.1: What It Means and How Marketers Should React

Since 2017, WebKit, the browser engine that powers Apple’s Safari browser, has been diligently earning the enmity of digital marketers via the employment of a technology called Intelligent Tracking Prevention. An attempt to prevent cross-site tracking, Intelligent Tracking Prevention (ITP) has grown from a vague cause for concern to an existential threat for firms that track user movements throughout the web.

In February of 2019, WebKit announced that all subsequent versions of Mac operating systems would ship with an updated version of ITP — ITP 2.1. This update significantly tightens ITP’s tracking restrictions and changes the playing field for anyone who works in marketing or analytics. Digging into the history of ITP can help us understand this latest iteration of the technology, and how to counteract its effects.

In this white paper, Data Technology Analyst Shane Danaher helps marketers and analytics experts understand the history and effects of ITP – including what’s at stake with ITP 2.1 and how marketers need to adjust. Simply fill out the download form to get your copy.

1 S Wacker Drive
Suite 2250

Chicago, IL 60606(650) 539-4124


Want to become a client?

Contact Us decorative arrow

Want to join the team?

View Our Openings decorative arrow

Find us on social media.

Press inquiries.

Email Us decorative arrow

Expert insights for your inbox. Subscribe to our content.

Accept No Limits.

Learn more about 3Q/DEPT READ MORE