Safari ITP update: is it possible to have cookies that last longer than 7 days in 2023?

Safari's latest update, version 16.4, has introduced new limitations on server-set first-party cookies, capping their lifespan at seven days if the server setting the cookie resolves to a third-party host or has differing IP address segments from the website's server. This change affects users employing server-side tag managers and complicates tracking customer journeys on Safari, impacting analytics and marketing attributions. To counteract these limitations and maintain long-lasting identification cookies, solutions such as deploying a cloud CDN as a proxy server or using cloud-native load balancers are recommended. Snowplow also offers an ID service to address these challenges in complex environments, ensuring continued effectiveness in user tracking and data collection amid evolving browser restrictions.