What is Intelligent Tracking Prevention?
Intelligent Tracking Prevention (ITP) is a privacy feature introduced by Apple in its Safari browser, designed to block cross-site tracking. ITP aims to block third-party cookies and other tracking mechanisms that identify and track users across multiple websites. Built on the WebKit engine, ITP was launched with Safari 11 and iOS 11 in 2017.
Key features of Intelligent Tracking Prevention:
- Third-party cookie blocking: ITP blocks third-party cookies by default, making it harder for advertisers to track users as they browse different websites.
- Machine learning: ITP analyses user actions and resource loads, using machine learning to identify and block domains capable of cross-site tracking.
- Cookie expiration: ITP limits third-party cookies to 7 days by default, and to 24 hours if the URL includes query parameters (e.g., utm_source, click IDs).