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New Safari Browser Update Has Created New Challenges for Marketers
February 21, 2019
Apple’s very own web browser Safari was updated with an Intelligent Tracking Prevention (ITP) tool in 2017 that aimed at preventing tracking cookies from working in the open web and disallowing publishers from tracking the users in certain situations. This created new problems for marketers although companies like Criteo and Google were quick to come up with workarounds soon. Now the company has launched a new ITP i.e. ITP2 which comes with a more robust mechanism. This has again thrown a spanner in the works of digital marketers.
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