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About Intelligent Tracking Prevention
About Intelligent Tracking Prevention
Rikke Søndergaard avatar
Written by Rikke Søndergaard
Updated over a week ago

About Intelligent Tracking Prevention

Intelligent Tracking Prevention (ITP) is a browser feature that aims to safeguard online privacy by changing the way first-party cookies are handled by browsers. ITP uses machine-learning to keep track of which domains have the ability to track visitor behaviour across different websites.

APSIS is closely monitoring current developments on Intelligent Tracking Prevention (ITP), and looking at all major vendors. We evaluate all privacy measures, as well as the vendor's privacy policies, to ensure that we enable our customers' to make the most of APSIS One while still following the spirit of ITP.

These new measures are primarily aimed at more invasive, third party, cross-site tracking and are not intended to disrupt the legitimate, first party, consent-based tracking that APSIS One performs on behalf of its customers. So, we're working on product enhancements to ensure that we are not inadvertently disrupted by any new measures implemented. Read more in Apple's website.

Since we're working in a first-party context, with first-party cookies, upcoming SameSite restrictions will not affect your experience using APSIS One to collect visitor data.


As to ITP 2.1, cookies set with JavaScript will last only for seven (7) days. On a visitor's first visit, an Unknown Profile is created upon cookie consent. If the visitor returns to the website within the seven (7) days, a new cookie is created with the same Cookie ID and Website Interaction Events are kept within the same Unknown Profile. If the visitor does not return within that time period, a new cookie is created as well as a new Unknown Profile with a new Cookie ID.

When it comes to ITP 2.2, when the domain is classified as having cross-site tracking capabilities by ITP 2.2), cookies set after a URL parameter last for only one day (24 hours). A cookie is created when the visitor arrives to the website, and so an Unknown Profile is created with the Cookie ID, but when the cookie expires the Unknown Profile stops collecting Website Interaction Events from their visit. A new Unknown Profile, with a new Cookie ID, is created upon the next visit.

Finally, ITP 2.3 prevents domains with cross-site tracking capabilities from collecting browsing data past the 24 hours, altogether. The local storage of the site will be deleted in seven (7) days, providing that the visitor uses Safari exclusively, and does not return to the website during this time. However, this is not applicable to APSIS One's Tracking Script.

When it comes to APSIS One's Tracking Script, the most relevant scenario is related to ITP 2.1. This version of ITP restricts behavioral data from being collected past the seven (7) day time period, yet still allowing for the visitor to come back during within the week and prolong their cookie lifetime.


There is no automatic restrictions in Chrome, but there are settings available to allow websites to save cookies (enabled by default) and also block third-party cookies (disabled by default). Read more.


Firefox will block all scripts considered as third-party cookie trackers in the future. Read more.

For now, we can't say this solution has been implemented yet. Default settings in Firefox currently match Chrome's settings, allowing individuals to disable third party cookies themselves.

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