Intelligent tracking prevention (ITP) is a feature of the Safari web browser that is designed to protect user privacy by limiting the ability of websites and third-party services to track users across the web. ITP works by automatically blocking or limiting the use of cookies and other tracking technologies, and by preventing cross-site tracking, which is the practice of using data from one website to track a user's behavior on another website. ITP is intended to give users more control over their own data, and to prevent advertisers and other third parties from collecting and using data without the user's knowledge or consent. ITP has been controversial among advertisers and publishers, as it can impact the effectiveness and accuracy of their tracking and targeting efforts.