With Apple rolling out new versions of Safari and iOS there have been a lot of questions and concerns about the new ITP 2.0 features and it’s negative impact on performance marketing tracking. For those of you not familiar with Intelligent Tracking Prevention (ITP) 2.0, the bottom line is that with the rollout of this ITP 2.0 version, Apple will block third-party tracking cookies.

Many networks use third-party tracking technology that will need to be updated in order to comply with ITP 2.0, so this is a big issue for the performance marketing industry.

The good news is that when we created our AvantMetrics tracking code 7 years ago, we predicted that there would be increasing issues and privacy concerns with third-party tracking cookies. That’s why, in addition to the third-party cookies we set, we also use first-party cookies in the AvantMetrics tracking technology.

We also designed AvantMetrics so that we could continually improve and update it seamlessly without clients having to change their tracking code integration each time we make an improvement.

If your program is using the AvantMetrics code base and you have the AvantMetrics tracking library hosted site-wide then your tracking is compliant with ITP 2.0.

The vast majority of merchants on the AvantLink platform are using the AvantMetrics tracking code base. If you are on a legacy tracking version we will be reaching out to you in the next couple of days to notify you and work with you on updating to the AvantMetrics tracking code.

Merchants, please make sure that you have the AvantMetrics tracking code implemented across your entire website. If you do not have it implemented site-wide then the tracking code will not be able to set the first party cookie on pages where the code is not implemented.

The code that sets the first party tracking cookie looks like the following:

<script type=”text/javascript”>

(function() {
var avm = document.createElement(‘script’); avm.type = ‘text/javascript’; avm.async = true;
avm.src = (‘https:’ == document.location.protocol ? ‘https://’: ‘http://’) + ‘cdn.avmws.com/[SITE_ID]/‘;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(avm, s);


[SITE_ID] is your 7-digit account ID. If you need help looking up that ID or have questions on whether you have the tracking code implemented properly, please let us know.

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