## Metadata - Author: [[segment|Segment]] - Full Title:: Safari’s ITP Limits Life of First-Party Data - Category:: #🗞️Articles - URL:: https://segment.com/blog/safari-itp-maintain-first-party-data-without-expiration-date/ - Finished date:: [[2024-05-17]] ## Highlights > In short, the Safari browser will now clear the cache of customer data after 7 days of inactivity. So if a customer buys running shoes on your website, and returns 7 days later, that customer will not be linked with their purchase. They will look like a random, new user to your site. This is creating a huge void in the world of marketing, affecting retargeting ads, attribution, and providing an *incomplete* view of your customer using data. ([View Highlight](https://read.readwise.io/read/01hy17fvfydg6xhfsx5g730bmb))