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:

• What Intelligent Tracking Prevention (ITP) 2.1 means for web analytics & marketing
• What to expect from Google Chrome’s new privacy features
• First-party vs third-party cookies: why first-party is the way to go
• What is first-party data and how does it benefit your marketing