Intelligent Tracking Prevention is a Safari privacy feature that restricts cookies and cross-site tracking to prevent user profiling. This shortens attribution windows and causes conversion loss in traditional setups. Server-side first-party tracking helps reduce ITP’s impact by keeping data within owned domains.

Key Points
• Shortens cookie lifespan significantly
• Disrupts attribution and remarketing accuracy
• Limits third-party tracking capabilities
• Can be mitigated through server-side tracking