ITP Information Update

On September 17th Apple will release an update to its Intelligent Tracking Prevention (ITP) across its Safari browser which will affect both mobile and desktop devices (iOS and OS X). This follows on from previous communications about ITP and another highlighting the importance of using First Party cookies in Affiliate Marketing, which are worth revisiting.

Since earlier in the year, Tradedoubler has been working behind the seasons to mitigate the effect of the ITP update. We contacted all our existing advertisers flagged to be not using our First-Party cookie solution, with a plan to carry out a swift migration to it. Using our full stack, that includes First-Party Cookie Validation, Cross-Device Tracking and Cookieless Tracking and Exclusive Voucher Tracking. We are aiming at mitigating the effects of ITP 2.0, which mainly targets 3rd party cookies, and at the same time increase the tracking reliability of our advertisers on all other browsers.

We have informed all our advertisers in the UK. A good proportion already had the correct solution in place, since it is the default setup, and there are a number of advertisers that we are still supporting as they migrate over. We are keen to ensure that all of our publishers have visibility on the advertisers tracking status, and so all information has been made available in the interface.  You can check if a programme is ready for ITP 2.0 visiting the Programme Overview on your publisher page; under “Technical Info” you’ll be able to find the “Implementation Type”. If the value is “G2”, then the advertiser is ready for ITP 2.0.

If you are facing any issue with one of our Advertisers, please use this form to flag your concern to our Technical Client Management team.


The Author:

Riccardo Favara is leading the technical department within Tradedoubler UK as Technical Client Director since 2015 and is a member of UK management. Alongside the rest of the team, Riccardo oversees the pre-sale technical consultancy, the onboarding process (technical implementation) while providing first line technical support to our entire portfolio of UK clients.

As a digital marketing specialist, with a wide knowledge of the digital landscape and an in-depth experience in the affiliate channel, his area of expertise lies within tracking, with an extensive involvement in custom integrations, connecting new technology partners to advertisers and help them grow their business from a technical perspective, working side by side with all business units.

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