The Adtraction Blog

Intelligent Tracking Prevention 2.0

On September 17, 2018, Apple released new versions of its Safari browser (both desktop and mobile), which includes an update to its Intelligent Tracking Prevention (ITP) technology.

ITP blocks certain tracking technologies that rely on cookies. This includes the traditional tracking solutions used by the affiliate marketing industry, including the one of Adtraction.

For most Advertisers, a significant share of transactions are completed using mobile or desktop Safari.

Adtraction provides tracking solutions that are ITP compliant. However, some Advertisers still use a legacy tracking solution that is not ITP compliant. We have strongly recommend those Advertisers to implement an ITP compliant solution as soon as possible and also provided them with such solutions.

Publishers will only receive commission for transactions that can be tracked by the Adtraction system. This means that conversion rates and commission for those Advertisers that are not ITP compliant will decrease.

To verify if an Advertiser uses ITP compliant tracking, refer to the tracking information on each program information page in your Adtraction account:

First Party – This tracking solution is ITP compliant

Server to server – This tracking solution is ITP compliant

Legacy – This tracking solution is not ITP compliant

We encourage Publishers to examine the affiliate programs they promote and consider if any changes should be made based on the tracking solution being used.

IMPORTANT; most advertisers who currently use legacy tracking are in the process of implementing an ITP compliant solution. The number of ITP compliant Advertisers in Adtraction’s system is increasing every day and it will take some time before we can see the full effects of ITP.

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