Knowledge base glossary

What is Intelligent Tracking Prevention (ITP)? A short definition.

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Intelligent Tracking Prevention (ITP) is a feature that helps protect users’ privacy while browsing the web.

It is a set of technologies implemented by Apple’s Safari browser and designed to prevent cross-site tracking by blocking third-party cookies and limiting the lifespan of first-party cookies.

ITP uses machine learning algorithms to distinguish between useful and harmful cookies, and it also blocks tracking scripts that try to fingerprint users’ devices.

The feature is intended to protect users’ privacy and security by limiting the ability of advertisers and other third parties to track their online activities.

ITP is considered a more advanced version of the browser’s “Private Browsing” mode which is introduced to prevent cross-site tracking.

Profielfoto Freek Kampen

By Freek Kampen

Data & Analytics specialist and co-owner of New North Digital. With a background in online advertising, I solve tracking and data issues for entrepreneurs and agencies. Feel free to get in touch!

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