Intelligent Tracking Prevention (ITP)

On 21st February 2019, WebKit announced the release of the latest iteration of Safari’s Intelligent Tracking Prevention (ITP), known as ITP 2.1.

This mechanism applies to users with an Apple device (Mac, iPhone etc.) using the Safari browser
In the US market, over 50% of the mobile users use the Safari browser

This mechanism, which is expected to become the de-facto standard of the browser industry, has set great limitations on the way advertisers can track user engagement.

At first, it focused on cross-site tracking with ITP, starting with cookies in third-party contexts, but gradually escalated, with the latest iteration targeting cookies that were moved from a third-party context to a first-party context.

Implications for Fixel Users

This is an easy one – NONE.

Since Fixel relies strictly on first-party data, our tool is able to make use of the localStorage DOM storage which is within the allowed constraints of the ITP standard (due to its same-origin only nature).
This means that our users are still tracked anonymously without the strict 7-days/30-days caps set by the ITP standard.

Underlying Logic

So why does Fixel differ from other tools? Two key differences here.

  1. The logic behind Fixel’s scoring observes user behavior on a Session level.
    This means that while we do attribute previous visits to the user’s current score, the main indicators for engagement are the actions taken on that specific session
  2. The users are tied back to a specific individual by the ad platforms, not by us.
    In other words, we let Facebook and Google Ads (or others) to do this heavy lifting, which they usually do pretty well as that’s what their business is all about.



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