Glossary/Privacy & Identity/Intelligent Tracking Prevention (ITP)
Privacy & Identity
Intelligent Tracking Prevention (ITP)
Apple Safari's set of protections that block third-party cookies and shorten the lifespan of some first-party cookies and tracking storage.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Intelligent Tracking Prevention (ITP) is Apple Safari's set of privacy protections that block third-party cookies and shorten the lifespan of some first-party cookies and other tracking storage. It limits cross-site tracking and retargeting and can reduce attribution accuracy, which has pushed marketers toward server-side and first-party measurement approaches.