Cookie Tracking & ITP

Blackbull Partners Cookie Tracking & ITP

The first version of ITP was released in 2017 with Safari 11 and ITP 2.0 was released in 2018 with Safari 12. ITP 2.1 was released in 2019 with Safari 12.1, which further restricted the use of cookies by third-party trackers. ITP 2.2 was released in 2020 with Safari 14, which introduced a seven-day limit on first-party cookie lifetime.

As the privacy concern is rising and the regulations are getting stricter, other browser developers like Mozilla, Google, Microsoft, etc started to implement similar tracking prevention features in their browsers.

ITP has been widely praised by privacy advocates for its effectiveness in protecting users’ privacy, but it has also caused challenges for businesses that rely on tracking and targeted advertising.

Guide to Cookie Tracking & ITP

Cookies are small text files that are stored on a user’s computer by a website. They are used to track user behaviour and preferences. ITP is a feature built into the Safari browser that limits the ability of third-party websites to track users via cookies.

Know the limitations of ITP

ITP limits the lifespan of first-party cookies to 7 days and third-party cookies to 24 hours, making it difficult for affiliate marketers to track users over a longer period of time.

Use alternative tracking methods

Instead of relying solely on cookies, affiliate marketers can use alternative tracking methods such as server-side tracking, fingerprinting, or using link redirects with unique identifiers.

Implement a consent management solution

A consent management solution allows users to opt-in or opt-out of cookie tracking, which can help affiliate marketers comply with privacy regulations such as GDPR.

Be transparent with users

Be transparent with users about the use of cookies and tracking technologies on your website and obtain their consent where required.

Continuously monitor and adjust

Continuously monitor the effectiveness of your tracking methods and adjust your strategy as needed to ensure that you are still able to effectively track users and deliver relevant affiliate offers.

Optimise for mobile

Optimise your tracking methods for mobile devices, as mobile browsers are increasingly implementing ITP-like features.

Keep an eye on updates

Keep an eye on updates to ITP and other browser-based tracking prevention features, as well as developments in privacy regulations, to ensure that your affiliate marketing strategy remains compliant and effective.

Note: Keep in mind that with ITP and other tracking prevention features becoming more prevalent, affiliate marketers will need to find new ways to track users and deliver relevant offers.

How does ITP affect affiliates?

ITP can affect affiliates in several ways:

However, it is important to keep in mind that ITP is not a complete block on tracking, but rather a limitation. Affiliates can use alternative tracking methods such as server-side tracking, fingerprinting, or using link redirects with unique identifiers to track users. Additionally, implementing a consent management solution and being transparent with users about the use of cookies and tracking technologies can help affiliates comply with privacy regulations such as GDPR.

How Can BlackBull Help?

We are aware of the challenges and the best way we have been able to help affiliates to continue their business operations unaffected is by providing high-quality user experiences that drive users to purchase intent that requires a single data point, as early as possible in the user journey. From this, we ensure your leads are tracked and attributed correctly regardless of when they decide to proceed with onboarding.
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