A piece of software designed to prevent advertisements from appearing on a web page.
Why: consumers do not want to see advertisements and want a fast loading website, thus install ad-blockers or use Firefox. These extensions have started to block tag management solutions and analytics scripts by default, resulting in less data in your analytics platforms.
Safari decrease the accuracy of data in their privacy settings. They do that by reducing the expiration date of your user’s cookies through Intelligent Tracking Prevention (ITP).
The consequence is that if a purchase has been made 7 days after the user clicked on your ad, you will not be able to attribute this sale to your campaign or paid channel.