What is ITP, which is important in iOS14?
Posted: Sun Feb 16, 2025 4:31 am
iOS14 LINE AdsITP is said to have an impact on advertising managers due to the update to iOS14, but what exactly is ITP?
ITP stands for " Intelligent Tracking Prevention" and is a feature designed to protect the privacy of Apple users .
This is a function implemented in Apple's browser, Safari, that limits tracking functions that track and analyze user behavior for the purpose of protecting privacy .
Originally installed in Safari in September 2017, it has been used to help with the use of cookies, etc.
ITP is a feature that has been available since czech republic telegram data iOS 11, and it restricts the use of cookies for advertising purposes, which will affect remarketing, etc.
However, with iOS 14, all of these features will be removed by default .
ITP has become stricter every year, and has been updated several times up until iOS14.
ITP is installed on Safari alone in 61.26% of all browsers, so the impact of ITP on advertising is likely to be significant.
What happens when you update to iOS 14?
iOS14 LINE AdsOnce the OS is updated to iOS14, ITP will be enabled by default on all browsers .
This applies not only to browsers such as Safari that are installed on iPhones, but also to iOS versions of Google Chrome, Mozilla Firefox, and Opera .
Furthermore, the ITP function will be enabled even if the app has a browsing function within it.
This means that the retention period of cookies issued using Javascript is now limited to 7 days.
Many web advertising media, such as Yahoo! Ads and Google Ads, use tracking functions based on online identifiers such as cookies and IDFA to target ad delivery.
According to new guidelines for iOS14, apps will need to request permission from users before they can track their IDFA, a user identifier for advertising purposes .
For iOS users, unless the user gives permission to enable tracking, tracking will not be possible because the device identifier value cannot be obtained .
This means that ads that use IDFA for targeting may see a significant reduction in ad delivery or may no longer be usable .
As the amount of data that can be obtained will be reduced, there is a risk that the accuracy of ad delivery measurement and targeting will also decrease.
What impact will updating to iOS14 have?
iOS14 LINE AdsNow, let's take a look at the effects that actually occur when updating to iOS 14.
IDFA will be disabled by default
IDFA is an advertising identifier that is randomly assigned to Apple users' devices .
This means that one ID will be assigned to each device.
This allows a user to be recognized as a single user even across different apps.
However, in iOS14, this IDFA will no longer be available.
If you are using targeting to deliver ads, you are using IDFA, but in iOS14, you will need user consent.
This will be a huge blow to businesses that use remarketing ads.
ITP stands for " Intelligent Tracking Prevention" and is a feature designed to protect the privacy of Apple users .
This is a function implemented in Apple's browser, Safari, that limits tracking functions that track and analyze user behavior for the purpose of protecting privacy .
Originally installed in Safari in September 2017, it has been used to help with the use of cookies, etc.
ITP is a feature that has been available since czech republic telegram data iOS 11, and it restricts the use of cookies for advertising purposes, which will affect remarketing, etc.
However, with iOS 14, all of these features will be removed by default .
ITP has become stricter every year, and has been updated several times up until iOS14.
ITP is installed on Safari alone in 61.26% of all browsers, so the impact of ITP on advertising is likely to be significant.
What happens when you update to iOS 14?
iOS14 LINE AdsOnce the OS is updated to iOS14, ITP will be enabled by default on all browsers .
This applies not only to browsers such as Safari that are installed on iPhones, but also to iOS versions of Google Chrome, Mozilla Firefox, and Opera .
Furthermore, the ITP function will be enabled even if the app has a browsing function within it.
This means that the retention period of cookies issued using Javascript is now limited to 7 days.
Many web advertising media, such as Yahoo! Ads and Google Ads, use tracking functions based on online identifiers such as cookies and IDFA to target ad delivery.
According to new guidelines for iOS14, apps will need to request permission from users before they can track their IDFA, a user identifier for advertising purposes .
For iOS users, unless the user gives permission to enable tracking, tracking will not be possible because the device identifier value cannot be obtained .
This means that ads that use IDFA for targeting may see a significant reduction in ad delivery or may no longer be usable .
As the amount of data that can be obtained will be reduced, there is a risk that the accuracy of ad delivery measurement and targeting will also decrease.
What impact will updating to iOS14 have?
iOS14 LINE AdsNow, let's take a look at the effects that actually occur when updating to iOS 14.
IDFA will be disabled by default
IDFA is an advertising identifier that is randomly assigned to Apple users' devices .
This means that one ID will be assigned to each device.
This allows a user to be recognized as a single user even across different apps.
However, in iOS14, this IDFA will no longer be available.
If you are using targeting to deliver ads, you are using IDFA, but in iOS14, you will need user consent.
This will be a huge blow to businesses that use remarketing ads.