Why Intelligent Tracking Prevention 2.0 Won’t Work

If anything, it might only affect small players at this time

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Concerns in the media industry regarding Apple’s adoption of Intelligent Tracking Prevention (ITP) have recently been growing, with talk about the death of the cookie. The release of version two of ITP, which is even more strict, has ramped up the fearmongering. The fear is that this will prevent vendors from being able to track users online, which will subsequently hurt the ability to programmatically retarget them.

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