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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:

  • HIPAA-compliant analytics for healthcare systems: How hospital marketing teams can measure what matters

    Patients now research symptoms, compare providers, and book appointments entirely online before ever contacting a hospital. Healthcare marketers need to adapt to digital-first patient journeys, run campaigns for numerous service lines, manage hospital marketing analytics across multiple locations, and prove ROI to administrators. For nonprofit hospitals, the picture is broader still — donation tracking is…

  • Privacy by design in practice: How “just enough” data beats “just in case” collection

    While collecting more data “just in case” feels safer, according to Matt Gershoff, it’s also one of the biggest sources of unnecessary compliance risk, analytical noise, and wasted organizational resources in the analytics industry today. His approach of “just enough” data collection is more intentional, more aligned with privacy regulation, and often more analytically effective.

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