Apple’s Intelligent Tracking Prevention (ITP) is a privacy feature built into the Safari browser that limits how websites and advertisers can track users across the web. First introduced in 2017, ITP uses machine learning to identify tracking domains and restricts their ability to store cookies.
Over successive updates, Apple has tightened these restrictions, capping first-party cookies set via JavaScript to seven days and blocking most third-party cookies entirely. This means marketers and analytics platforms relying on cookie-based tracking face significant data gaps when Safari users visit their sites.
ITP directly affects how businesses collect and process user data. With Safari holding a significant share of global browser usage, ignoring ITP’s limitations can lead to inaccurate analytics, broken attribution models, and lost conversions.
Businesses must adopt consent-first strategies that respect browser-level privacy controls while still capturing meaningful data. Server-side tagging offers a compliant workaround by processing data on your own server rather than relying on client-side cookies that ITP restricts.
Seers, an AI-powered cookie consent management platform (CMP), is designed to work within the constraints imposed by ITP and similar browser privacy features. By integrating with Google Consent Mode v2 and supporting server-side tagging, Seers ensures your consent collection remains functional even when Safari blocks traditional tracking cookies. This means you maintain compliance with GDPR, CCPA, and other data privacy regulations while preserving the quality of your analytics data.
Seers automatically detects browser capabilities and adapts consent mechanisms accordingly, giving you reliable performance across all major browsers.
Adapt to browser privacy changes and maintain compliant tracking with Seers AI
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