Furthermore, Apple’s ITP prevents companies from using fingerprinting to create probabilistic connections and device profiles for their identity graphs. The feature, set as a default standard by Apple, prevents cookie-based tracking across websites.

In 2017, Apple rolled out Intelligent Tracking Prevention ( ITP) for its Safari web browser. The Evolution of Apple’s Intelligent Tracking Prevention While Apple’s iOS 15 update may have the most significant impact on publishers and advertisers yet, it’s not the first time Apple’s updates rattle the industry. This update, and these features, in particular, alter how and what data publishers (and third parties) can collect. On September 20th, 2021, Apple released iOS 15, an operating system update introducing three new privacy features to Apple devices: Hide my Email, Private Relay, and Mail Privacy Protection (MPP).

Publishers and advertisers alike may have thought that Google’s decision to delay third-party cookie deprecation meant more time to assess how they’d adapt to changes in the privacy landscape - and maybe even get a break from thinking and talking about it - but Apple had other plans for the industry.

Ios update