Never Mind GDPR, Here Comes Apple’s Intelligent Tracking Protection

Apple’s soon-to-be released iOS 11 is generating some fairly significant anxiety in ad tech circles due to how Apple’s Safari browser will treat cookies.

The feature, called intelligent tracking prevention (ITP), will bolster Apple’s efforts to block tech companies from capturing browsing data across sites for ad targeting. The feature ensures that cookies are generally only available for a 24-hour window after the user has visited a site.

Source: Never Mind GDPR, Here Comes Apple’s Intelligent Tracking Protection | AdExchanger