The problem was, if a specific social website has an embedded comment system and “like” widgets (think Facebook or LinkedIn) on multiple websites to facilitate user engagement through a user’s social website ID, ITP would detect the multi-page embedded content from the social website, the ability to track the user cross-site, and therefore deny embedded content from that site access to its first-party cookies. This update allowed authenticated embeds while continuing to protect customers’ privacy by default. Basically a way for embedded cross-site content to authenticate users who are already logged in to their first-party services. ITP kept evolving, and in Feb, 2018 it introduced a Storage Access API. This is known as cross-site tracking.īut, the cookie used by to store that information is called a third-party cookie, and it provides the information that allows companies to follow you around, based on the previous visits to both sites. If you visit site to learn more about hockey history and then visit site to learn about the rules, if both of these sites load resources from a third party tracking site,, and has a cookie stored in the user’s browser, the owner of has the ability to know that users visited both the history and rules pages, what they did and other information. At the time, ITP was updated to reduce cross-site tracking by further limiting cookies and other websites data. Have you ever noticed advertisements following you around multiple websites and social media? Well, you can blame third-party cookies for that. It all started with WebKit (a browser engine developed by Apple) with the idea, from the very beginning, of blocking third-party cookies. Over the next few weeks, we’ll be coving the past, present, and future of ITP in this three-part article. ![]() These are just a few examples of how adaptable trackers are behaving and if things keep moving this way, eventually a whole new digital marketing environment will be created. Once again, ITP was updated and that too was blocked. ![]()
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