Apple’s Move to Kill Cookies Brings Plea From Six Major Trade Associations

Six major advertising trade groups have sent Apple a letter opposing its plan to limit cookies on the next version of its Safari browser.

In short, cookies will operate on users’ Safari browsers as they always have, but with one significant caveat: Apple will purge all their data after 24 hours. Previously, marketers and ad-tech companies could access cookies’ data for 30 days.

The update on cookies, dubbed Intelligent Tracking Prevention or ITP, is due in the version of Safari coming out this fall on both desktop and mobile.

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