Apple’s ITP blocks 3rd Party Cookies
Apple’s ITP Blocks 3rd Party Cookies: How Your Privacy Program is Impacted
Organizations relying on third–party cookies as part of their privacy programs to facilitate the collection of user consent must make the shift to capturing first–party data to remain compliant and strategic.
Apple announced important updates to its Intelligent Tracking Prevention (ITP) functionality for Safari on March 24th, now blocking all third–party cookies by default. This update comes almost two years before Chrome’s third–party cookie blocking planned for 2022 and solidifies this important shift in the web technology landscape.
Apple has been working towards the blocking of third–party cookies by default since the introduction of ITP in 2017 and this push completes the picture. As Apple Engineer John Wilander states, “This is a significant improvement for privacy since it removes any sense of exceptions or ‘a little bit of cross-site tracking is allowed.’”
Impact to Consent Management
Let’s look at the impact of this change as it relates to how consent is captured online today.
Historically, third-party cookies have been used to track various attributes of website visitors—including website, marketing, and consent preferences. With the enhancements made to Safari’s ITP, it is no longer an option for marketing or consent management platforms to rely on the use of third-party cookies.
The importance of first-party data cannot be understated. The restriction of third-party cookies within Safari today and Chrome by 2022 highlights the difficulties of leveraging a central third-party solution versus an embedded solution with the ability to integrate with your first-party data.
Establishing a trusted relationship with your consumer has become critical in effectively operating as a publisher or marketer. Using transparency to build a trusted relationship with consumers allows you to centralize consent and tie that consent to a known user. And when stored consent can be tied to a known identifier, publishers and marketers can deliver an enhanced user experience across platforms and devices.
Remember! It’s not enough to capture the consent from visitors—the consent preferences must also be honored.
OneTrust Cookie Auto-Blocking
When it comes to respecting the consent given to control tracking technology on one’s own web properties and passing the necessary consent downstream to AdTech vendors, the task can appear daunting. Using auto-blocking technology, you can capture consent and automatically detect and block the tags firing on your page. Frameworks such as the IAB Europe TCF and IAB Tech Lab USP Privacy String for CCPA can also be leveraged easily to communicate consent preferences with third parties without the reliance on third–party cookies.
Get started today: PreferenceChoice provides the tools to help capture consent directly and automatically block tracking technology are available for publishers and marketers to implement right away.
Learn more about OneTrust PreferenceChoice Consent Management Platform (CMP) and Auto-blocking Technology: Watch our recent webinar Delivering a Personalized User Experience in the Age of Privacy or request a demo.
Apple’s Safari changes to block third party cookies by default signify the beginning of a broader shift in web technology. Organizations must adapt today to keep their privacy programs compliant.