Apple's Safari browser technology that limits cross-site tracking cookie lifetimes. In practice: third-party cookies limited to 7 days in most affiliate contexts; some cross-site contexts limited to 1 day. Impact on affiliate programs: buyers who click affiliate links and convert more than 7 days later via Safari are unattributed under standard pixel tracking. Programs with 30%+ Safari traffic and 30-day cookie windows lose approximately 15-25% of conversions to ITP. Mitigated by S2S tracking and first-party click ID storage.
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