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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)