Apple's Safari Quietly Made It Harder for Sites to Work With Third Parties Like Google Analytics

Closing the loophole could cause headaches for brands and publishers

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Apple’s Safari browser, which has long positioned itself on the side of user privacy, is limiting another kind of data collection. And in the process, it’s stoking the anger of some in the ad-tech industry, especially due to Apple’s lack of communication about the move, which will affect the architecture of many websites.

Apple is closing a loophole where sites could pass off third-party partners as first-party cookies. Websites use first-party cookies to know who audiences are when they return to their sites.

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