Do you REALLY know what cookies are? Like really, REALLY know? What about GDPR? What about PII?

I know the words. But what do they REALLY mean? I enlisted the help of Eddie "The Techie" Aguilar (https://www.linkedin.com/in/whoiseddie/) to help me simplify some of these complex topics, and help me create meaningful next steps on how to address PII concerns and other marketing-related issues in data collection.

We got into:

- Simplified definitions of cookies, data collection, GDPR, etc. (I'm stupid and like hearing things simplified from smart people)

- First vs. Third part cookies (and what it means to your marketing program)

- A/B testing and the importance of NOT collecting PII in your testing tools

Featured Clip from Episode: First vs Third Party Data (Explained)

Guest Post - Eddie Aguilar

When Your Browser Plays Cookie Monster: Understanding ITP

A follow-up to our recent episode on how browser cookies work

In our last episode when we talked about cookies as little text files that websites stick on your computer? Well, today we're diving into what happens when your browser decides to become a bouncer at the cookie party. Enter Apple’s ITP: Intelligent Tracking Prevention.

The Cookie Recap

Before we jump in, let's quickly refresh what we learned about cookies:

• Cookies are small text files websites save on your computer

• They help websites remember you (like keeping you logged in or saving your cart information)

• Some cookies follow you across different websites (third party cookies)

Meet ITP: Your Browser's Privacy Bouncer

ITP stands for Intelligent Tracking Prevention, and it's Apple's way of making Safari more privacy friendly. Think of ITP as a smart security system for your browser that decides which cookies can stay and which ones need to go.

Now imagine you're hosting a party. Some guests are your close friends (first party cookies from sites you directly visit), while others are friends of friends who seem to be following you from room to room, taking notes about everything you do (third party tracking cookies). ITP is like having that one blunt friend at your party who will firmly show those third party strangers the door.

How ITP Changes the Cookie Game

The 7 Day Rule

Remember how we said cookies can last for months or even years? Well, ITP puts most cookies on a strict timeline. Even if a website wants its cookie to last forever, Safari says "Sorry, seven days max!" After that, the cookie expires and the website forgets who you are.

Real-world example:

You visit your favorite online store but don't buy anything. A week later, you return and notice your shopping cart is empty. That's ITP at work, the cookie remembering your cart items has expired.

The 24 Hour Window

For some cookies that ITP finds extra suspicious (like ones from known tracking companies), the timeline is even shorter – just 24 hours. It's like giving someone a day pass at the community gym instead of a week pass to your gym.

Cross-Site Tracking Prevention

This is where ITP really flexes its privacy protocol. Now those third party cookies we talked about, the ones that follow you from site to site? ITP basically puts up a "Do not Enter" sign for most of them.

Real-world example:
You look at shoes on one website, then suddenly see ads for those exact shoes

everywhere else you browse. With ITP enabled, this happens far less often because those tracking cookies can't follow you as easily.

What This Means for You

The Good:

More privacy: Fewer companies can build detailed profiles about your browsing habits

Less “creepy” ads: You won't feel like the internet is reading your mind as much

Better performance: Fewer tracking scripts means some websites load faster

The Not-So-Convenient:

More logins: You'll need to sign in to websites more frequently

Lost shopping carts: Items you added but didn't buy might disappear

Less personalization: Websites won't remember your preferences as long, can’t cater to your personal preferences.

The Bigger Picture

ITP is part of a larger movement toward online privacy. While Google Chrome is the most popular browser, Safari's ITP has influenced the entire browsing industry. Other browsers have implemented similar features, and even Google has announced plans to phase out third-party cookies entirely, but then later redacted some portions of the “phasing out stage”.

This shift represents a fundamental change in how the web works. For years, the internet's business model relied heavily on tracking users across sites. Now, we're moving toward a web that respects privacy by default.

Next time Safari forgets who you are after a week, don't get frustrated. Instead, give a little nod to ITP for checking the tracking cookies at the door.

Have questions about ITP or cookies? Drop us a line at [podcast email] or catch us on the episode of "From A to B" where we make technical concepts accessible to all.

(Shoutout to Eddie for this, and congrats on him for joining Speero!)

Latest Skit

When people say “CRO is stupid” it’s really a signal to literally everyone else in the room / internets that they know NOTHING about CRO lol….

The homie Erin Weigel (https://www.linkedin.com/in/erindoesthings/) acted in this one - make sure you’re giving her a follow!

Latest Meme

Thing on my mind

I am looking to (probably) buy a house very soon. I hate how many sales calls I got from submitting ONE form on ONE aggregator site….

LEETCHES.

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