Advertising Groups Ask Apple to ‘Rethink’ New Cookie Tracking Standards in Safari 11
September 15, 2017
In the upcoming version of Safari 11 on macOS High Sierra, Apple will implement a new “Intelligent Tracking Prevention” feature that builds upon Safari’s default blocking of third-party cookies. ITP will greatly limit advertiser reach by placing new safeguards into Safari that use machine learning to suppress cross-site tracking and purge ad retargeting data after 24 hours.
