Understanding the impact of Apple's measures on Internet users' privacy
In recent years, Apple has taken some impactful steps toward tracking users on the internet.
By introducing technologies like Intelligent Tracking Protection (ITP) and Link Tracking Protection, Apple has not only reaffirmed its commitment to privacy, but also posed new challenges for marketers, web developers, and those in the advertising ecosystem.
This factsheet details these initiatives and their impact on online monitoring and data collection.
Understanding How Apple's Intelligent Tracking Protection (ITP) Works
Context
Intelligent Tracking Protection (ITP) is a feature built into Apple's Safari browser that is designed to limit the ability of websites to track users across sites.
How does ITP work?
Tracker Identification: ITP analyzes the different resources (such as cookies) loaded by a website when you browse.
Tracker classification: Trackers are classified based on their nature. Some trackers are considered harmful to privacy and are subject to restrictions.
Subdomain Handling: When a website loads content from a subdomain (e.g., tracking.example.com ) that is identified as a tracker, the ITP takes steps to limit its privacy impact.
IP-based restrictions: If the tracking subdomain uses IP addresses that are not in the same "range" as the main domain, this can be considered a backdoor tracking attempt. In this case, the ITP can tighten its restrictions to further limit tracking.
Simply put, if a tracking subdomain belongs to a different IP range than the main site, Apple Safari's ITP can step up its protection measures to prevent that subdomain from tracking your activities in unwanted ways.
It is important to note that the precise details of implementation may vary, and as technology evolves, the methods used by ITP may also be updated.
Impact for Eulerian customers
Since Safari 16.4+, first party cookies placed by Eulerian are now set with a maximum duration of 7 days.
Solutions
If it turns out that your traffic is heavily impacted by ITP, Eulerian offers three types of workaround configurations:
1. A client-side configuration with use of a first party cross-session cookie created by the Client.
2. A client-side configuration in Reverse Proxy so that the IP addresses at the origin of the deposit of first-party cookies are those of the Client. Here, the cross-session first-party cookie is created by Eulerian.
With these first two options, it is therefore possible to preserve a client-side configuration while providing a response to the ITP problem !
With these first two options, it is therefore possible to preserve a client-side configuration while providing a response to the ITP problem !
3. A Server-side configuration with a first-party cross-session cookie identifier provided by the Client’s site.
Understanding How Apple's Link Tracking Protection Works
Context
In June 2023, Apple previewed iOS 17 at its Worldwide Developers Conference.
Among the new features announced, Apple introduced “Link Tracking Protection,” which automatically removes certain user-identifiable tracking parameters from tracking URLs.
How does Link Tracking Protection work in iOS 17?
Link Tracking Protection is enabled by default in Apple's native Mail app, Messages, and Safari browsing.
It works by sorting through user-identifiable tracking parameters used in URLs and then removing some of those parameters.
These parameters are automatically integrated into links by Google, Facebook and several advertising platforms to track user activity throughout their purchasing journey.
By removing these settings, Link Tracking Protection makes it more difficult for these companies to track users' online behavior.
Impact for Eulerian customers
No impact observed to date on Eulerian tracking links. This is because Eulerian parameter tracking links are not removed by Apple as part of its Link Tracking Protection initiative.
Personal identifiers used by Google, such as gclid, or fbclid for Meta platforms (which are generated automatically when clicking on an advertisement) are deleted .