Paid Media News by Eric Mandell

Safari cuts cookie lifespan to 7 days on cloaked tracking subdomains

Reported by Paid Media News
55
News

TLDR

Safari now limits server-set cookies to 7 days on tracking subdomains that share fewer than 16 IPv4 address bits with the main domain.

Apple's Safari browser has restricted the lifespan of server-set cookies to 7 days on tracking subdomains whose IPv4 addresses share fewer than 16 leading bits with the main site—a move that affects how marketers and advertisers can persist tracking data across sessions. PPC Land reports this limitation may force practitioners to reconsider subdomain architecture for analytics and conversion tracking, with questions remaining about whether migrating tracking to a path on the main domain would avoid the restriction.

Topics:Paid Search & AdvertisingTools & Platforms
Was this useful?
Share

Related articles

35
News

AdSense Moves Consent Error Reporting to Policy Center

Google AdSense moved consent string error reporting from the TCF error report to its Policy Center under a new Regulatory issue category.

Paid Search & AdvertisingTools & Platforms
45
Analysis

Retail Media Growth Stalls on Slow Audience Setup, Reporting

A new GrowthLoop and Ascend2 study shows 85% of advertisers plan to boost retail media spending, but 86% would cut or leave partners if audience fulfillment is slow.

Paid Search & Advertising
35
News

Fresh Creative Weekly Lifts ROI 23% Before Black Friday

Advertisers who updated creative assets weekly during pre-holiday periods achieved 23% higher ROI than those refreshing less frequently.

Paid Search & Advertising
35
News

Google Ads Opens Certification Program for Online Gambling

Google Ads is rolling out a certification program allowing qualified online gambling advertisers to run ads on the platform starting in October 2026.

Paid Search & Advertising