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Intelligent Tracking Prevention (ITP)

Intelligent Tracking Prevention is a feature developed by WebKit, an engine used in Safari and other browsers, that reduces cross-site tracking by further limiting cookies and other website data. It was designed to recognize and prevent domains with tracking capabilities from following users across the web using first-party cookies.

How does it work?

  • Intelligent tracking prevention incorporates a machine-learning model (machine learning classifier) based on statistics collected by the browser to evaluate which domains can track users’ actions across different websites.
  • If the machine learning classifier identifies that a particular first-party cookie can be used for tracking. Then, the cookie will be blocked unless you use the storage access API to ask users if they allow using your cookie.

Read more about ITP and cookies on the Piwik PRO blog:

  • University website personalization: First-party data strategies for student recruitment and retention

    University websites receive millions of visits annually from diverse audiences – prospective students, admitted students weighing their options, current undergraduates, graduate students, parents, alumni, and faculty. Yet most institutions serve identical content to all these visitors, missing critical opportunities to engage each audience with relevant information.

  • Digital marketing in the energy sector: Key challenges and fixes

    Summary The European energy and utilities sector is changing quickly. Customers expect smooth digital experiences, personalized communication, and easy access to their data. At the same time, regulators continue to tighten privacy and security standards across the EU. For marketing teams, this creates a familiar dilemma – how to deliver relevant, data-driven experiences while staying…

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