Major web-browser privacy updates, in particular ITP 2.1 (and 2.2), which we’ve previously written about, are negatively affecting companies’ ability to perform web analytics. ITP, or Intelligent Tracking Prevention, was originally introduced in 2017 in the Safari browser as a measure to restrict third-party ad tech companies from tracking visitors across different websites. Subsequent iterations, in ITP 2.1 and 2.2, have tightened restrictions to close tracking loopholes — these are primarily moves from third-party to first-party and client-side to server-side cookies (we’ll get into this later). Third-party web analytics companies are in the line of fire, meaning that companies relying on many of the major analytics solutions on the market will face setbacks in your data analytics, digital marketing, marketing attribution and personalization strategies. But all is not lost. You can do something about it, and it has everything to do with how you collect data.
This is a companion discussion topic for the original entry at https://snowplowanalytics.com/blog/2019/12/16/how-itp-2-3-expands-on-itp-2-1-and-2-2-and-what-it-means-for-your-web-analytics/