Metadata
- Author: 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)