How Apple’s New Intelligent Tracking Prevention Affects Consumers, Marketers and Businesses

Setting the Scene: What Is ITP?

It’s something every American has experienced: You’re chatting with a friend at lunch about how you broke your sunglasses over the weekend and you’re dying for a new pair. Before you even finish eating, you see it: an ad for polarized sunglasses right on your Facebook Newsfeed.

For many consumers, it can feel like advertisers know more about us than our closest friends and family. But thanks to Apple’s newest iOS update, the age of the all-knowing advertiser may soon come to an end.