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Intelligent Tracking Prevention vs Google Chrome security

Intelligent Tracking Prevention vs Google Chrome security

Are the recently announced Chrome privacy controls a good answer to the latest versions of Apple’s Intelligent Tracking Prevention (ITP)?

There has been a lot of talk about them, whether it’s a cautious decision with little impact on the industry or a blame on Google for prioritizing advertisers over end-users.

As a reminder, with ITP 2.2, Apple now automatically blocks third-party cookies used to manage ad frequency, retargeting and post-view attribution modeling. It also limits the life of most proprietary tracking cookies to one or seven days. And, thanks to Google’s new privacy controls, Google will allow developers to define whether the cookies they have set up can be used in a third-party context. Users will be offered a simple way to block third-party cookies on an optional basis.

Whether you think that Apple is far too restrictive or that Google is too lax, digital marketers and their partners must now manage a two-tier ecosystem.

Everyone’s interest is how data is collected, the technical constraints of each environment, and the risks associated with aggregating metrics in Safari and Chrome.