Apple Intelligent Tracking Prevention

Apple Intelligent Tracking Prevention (ITP) limits the use of cookies set in a 1st party context. It is an iOS feature that uses machine learning to identify domains that a user has directly interacted with in the last 24 hours. ITP ensures that only cookies from those domains are available in a 3rd party context. As result, users have only long-term, persistent cookies and website data from sites they interact with regularly. Properties that do not have a relationship with the user are not allowed to drop cookies.

Apple developed ITP to close a loophole in which 3rd parties (such as an ad network or DSP) could drop a cookie like a 1st party. When a user clicked on an ad, the third party redirected the browser to one of their domains before directing it to the landing page.

You can read more about ITP on the Webkit site.

Impact on the Oracle Data Cloud platform

Because ITP is an extension of Apple's long-term 3rd-party cookie policies, it has a minimal impact on data collection and data delivery. 3rd-party cookies are disabled by default in the Safari browser, so most Safari users already cannot have 3rd party-cookies enabled. More importantly, ITP does not limit our ability to ingest and activate mobile in-app data, which makes up the vast majority of mobile ad spending.

There is a small set of cases in which Oracle Data Cloud and other 3rd party data partners established contexts to collect data in Safari that are no longer valid. Even in these contexts, the impact is minimal because there is a large decrease when syncing those IDs with downstream media platforms.