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ITP2.1 and the Future of Data as We Know It

In February, Apple released ITP2.1, the latest iteration of its intelligent tracking prevention technology integrated into the widely used Safari browser. First released in 2017, the technology aims to reduce the ability of ad tech providers, and by extension marketers, to track consumers around the web. This latest version of ITP accomplishes that goal by restricting the use of first-party cookies as well as the third party cookies restricted by previous versions. That’s bound to create challenges for digital marketers who…