Publishers, programmers, marketers, advertisers, and IT could once use cookies to understand their traffic and adjust their strategies accordingly. ITP has changed how a lot of companies must approach their analytics and UX. Customers’ information isn’t exchanged across sites and will not be stored within the company website long. When the cookie information expires, your chance to target users or track their future activity is gone as well.
The 24-hour cookie expiration may play havoc with the attribution models of marketing teams. If they are wanting to track "first touch" attribution for a sales cycle longer than 24 hours, the original cookie info for ITP users will be expired. Whatever channel brought them back to the site, such as an email newsletter, would receive the first-touch attribution that should have done to the original ad/channel. This can distort the conversion performance of channels and drive misinformed channel investment decisions.