In the latest versions of ITP, Apple introduced key changes impacting data collection.

To learn more about what ITP is and how it works, check out this article. Keep reading to learn about the changes introduced by ITP and potential solutions.

What specifically are these changes?

• Measurement: Safari looks at how cookies are set (through redirects, JavaScripts, or a web server). Systems that are discouraged will show purchases as “direct to site” or attribute the entire purchase to the last ad click.
• Redirects: Systems that use redirects, or third-party cookies have limited access from Safari users.
• Retargeting: Retargeting spend has declined since the introduction of the ITP changes.

A direct consequence of these changes can be seen in advertising. Because cookies are no longer available for a longer period of time, it can be harder for advertisers to send/find suitable ads to send users. So what can be done to still ensure ads can still be targeted for users?

Here's what you can do to reduce the impact of ITP and continue collecting user data:

• Move away from tracking via redirects. Redirects are considered third-party by Safari. Any redirecting/tracking loopholes with first-party cookies will be closed and unusable. To avoid the loss of additional data, refrain from using redirects for new programs and use other approaches instead.
• Estimate Safari conversions. This is an easy solution that can be fairly inaccurate. However, this method is also used by Google. The missing Safari conversions can be estimated based on data that applies to Google Chrome. Data can still vary because the demographic that Safari reaches is younger and more mobile than the average Google Chrome user.
• Alternative storage methods. Cookies can be stored locally, and can then be accessed by objects. However, this solution only applies to same-origin domains and not subdomains. Web storage serves as another storage option, and can store larger amounts of data. Stores must be loaded into iframes as well, and cookies can be accessed using the postMessage API. This method also allows for cross-subdomain tracking but can be fairly technical.
• Upgrade your measurement source. Measurement solutions that rely purely on cookies will no longer function. Moreover, the later iterations of ITP have shown that client-side logic such as website tracking tags will no longer function. As a result, transitioning to another service such as EQ Insights will make up for the losses in data.
• Hybrid server/client cookies. First-party cookies are set on the server side but sent from the client side. They can serve as a good alternative to manage cookie settings to advertiser HTTP requests. They can be set up via administration (CNAME) and SSL certificate.
• Full server-to-server. Using this method, advertisers will capture browser data that will then be sent to EQ Insights behind the scenes. This data will then be processed and used to create the correct attribution model.

EQ C&C offers a solution to solve cookie problems and more. Check out this article to learn more about the service.