While earlier versions of ITP only attacked third-party cookies, ITP 2.1 will also tackle first-party cookies. It will limit the storage duration for first-party cookies to seven days. Citing Apple here: "With ITP 2.1, all persistent client-side cookies, i.e., persistent cookies created through document.cookie, are capped to a seven-day expiry."

For more technical information see Intelligent Tracking Prevention 2.1 .

Apple's Tracking Protection and how it affects Mapp Intelligence

The ITP technology prevents ad networks from tracking you across websites by limiting the ability to store third-party cookies permanently.

With the smaller releases of iOS (12.2) and macOS (10.14.4), Apple introduced a new version of its Safari browser and a new version of ITP (2.1) at the end of March 2019.

How does ITP 2.1. affect Mapp Customers?

Mapp Intelligence uses multiple cookies to store tracking information on a device, primarily to recognize those devices when a user returns to a website. The main cookie contains the so-called EverID - this is our main cookie ID for detecting devices. We use this cookie to calculate the "visitor" metrics. If Apple automatically deletes this cookie after seven days and users return to the site, the number of "visitors" recorded increases as the device is now recognized as "new."

Safari is a popular browser - most iPhone users use it to surf the web. Depending on the individual Safari share on a customer's website, there will be an increase in the number of visitors.


To maintain high-quality data with ITP 2.1, customers must use their tracking domain and use it only as HTTPS. They must also set the cookie option in our tracking script to "3". This will create the everId cookie in its tracking domain (without the subdomain) with the necessary cookie flags secure and httpOnly. This is the only exception where Apple allows a cookie to be stored for longer than seven days.

Please read the "How to Solution" in the following chapters: