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Apple’s Move to Kill Cookies Brings Plea From Six Major Trade Associations

by George Slefo // September 14, 2017

Six major advertising trade groups have sent Apple a letter opposing its plan to limit cookies on the next version of its Safari browser.

In short, cookies will operate on users’ Safari browsers as they always have, but with one significant caveat: Apple will purge all their data after 24 hours. Previously, marketers and ad-tech companies could access cookies’ data for 30 days.

The update on cookies, dubbed Intelligent Tracking Prevention or ITP, is due in the version of Safari coming out this fall on both desktop and mobile.

ITP will likely result in consumers seeing fewer ads for stuff they’ve already purchased (yippie), but it’s also likely to cause havoc for marketers trying to determine the results of their mobile advertising ads.

Safari’s share of the U.S. mobile browser market is 52%, followed by Google‘s Chrome at 39%, according to the latest data from StatCounter.

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