Link Decoration Itp

For purposes of developer communication well refer to it as itp 22. That includes ad tech vendors measurement firms affiliate marketers and certain types of influencers.

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So did it work.

Link decoration itp. Webkit sees it as a continued abuse of link decoration and is countering it with the release of itp 23. The beta releases of ios 123 and safari on macos mojave 10145 include an updated version of intelligent tracking prevention itp. Link decoration is a technique used by adtech dsps ssps etc and martech web analytics attribution tools etc platforms to attribute clicks visits and conversions purchases downloads etc across different domains using first party cookies.

Under itp 23 sites that do this will see all of their non cookie website data deleted after seven days. Itp 23 is a follow on from the changes apple made a few months ago with itp 22 and it focuses on link decoration. Itp 22 would affect any company that uses link decoration to track people around the web.

Capped lifetime for all script writeable website data since itp 22 several trackers have announced their move from first party cookies to alternate first party storage such as localstorage. Link decoration was one method by which cookies were synced between different domains passing their values from one domain to another on the query string of a link click url. Under itp 23 sites that use link decoration will see all their non cookie website data deleted after 7 days.

As part of the update apple. Tracking via link decoration caps client side cookies to 1 day of storage. The main goal of itp 22 is to restrict cross site tracking via link decoration.

This is not an attack on publishers. To be specific it aims to curb the link decoration technique used by companies like google and facebook to track safari users across the web. Combined with the capped expiration of client side cookies this means trackers wont be able to use link decoration.

Itp 22 only targets first party cookies dropped by the site on behalf of another company that is identified as a tracker. Instead it is another move to restrict the use of workarounds when it comes to third parties who are using publisher sites to track users across domains. Did itp 22 end cross site tracking via link decoration.

Combined with the capped expiration of client side cookies this means trackers wont be able to use link decoration combined with long term first party website data storage to track users. Unfortunately we see continued abuse of link decoration so itp 23 takes two new steps to combat this. Add to this itp 22s handling of link decoration.

Apples recent update pointed to the continued abuse of companies using link decoration as a workaround to track people in response to earlier itp updates. Itp 22 effectively capped first party client side set cookies through documentcookie to just one day of storage.