Apple’s Intelligent Tracking Prevention (ITP) is a key feature in its Safari browser, designed to block third-party cookies and reduce cross-site tracking. It prevents advertisers from collecting personal data by limiting how long tracking cookies can persist on a user’s device.

ITP primarily targets ad networks and other third parties that gather data for profiling users. As privacy concerns increase, ITP helps ensure that users are protected from intrusive tracking.

Apple’s updates to ITP continue to tighten restrictions on tracking scripts, pushing for a more privacy-first internet. While it’s a crucial part of Apple’s strategy, its impact is felt across the entire digital advertising ecosystem, forcing marketers to adopt alternative tracking methods, like server-side tracking