Apple's Safari Restrictions on Identity Providers Push Ad Tech Toward Server-Side Integrations
TLDR
Apple's Safari restrictions on identity providers are pushing publishers and ad tech firms like ID5 toward server-side integrations and IAB Tech Lab's Trusted Server Framework, though doubts remain about their durability.
What this means for your accounts
- Status
- Policy change
- Platform
- Not specified in the source
- Affects
- Safari restrictions on identity providers, identifiers derived from email addresses
- Who
- publishers and ad tech companies
- Effective
- Not specified in the source
- Action needed
- Not specified in the source
Apple's latest crackdown on identity resolution has prompted publishers and ad tech companies to move advertising infrastructure beyond the browser, Digiday reports. Companies including ID5 are advancing server-side integrations, while others are backing IAB Tech Lab's Trusted Server Framework, following Apple's WebKit explanation of its objections to identifiers derived from email addresses used to recognize individuals across websites without explicit consent. Whether the industry's preferred response will offer a lasting solution remains an open question.
How we got here
- Oct 23Apple blocks identity resolution providers in Safari
Apple has blocked identity resolution providers in Safari, restricting how advertisers can track and identify users across the web.
- Oct 19Safari 27 blocks identity firms from turning email addresses into tracking IDs
Safari 27 is blocking identity providers from converting email addresses into tracking identifiers across Apple platforms, with no vendor exceptions.
- Oct 14ID5 Remains on Safari Blocklist as Trade Desk Pursues 13-Day Fix
ID5 remains on Safari's blocklist following Apple's privacy enforcement, while The Trade Desk works on a 13-day remediation plan.
- Oct 12Apple's latest Safari update cuts off ad-tracking companies, raising concerns of industry-wide losses
Apple's Safari update blocks third-party ad trackers, echoing previous crackdowns that cost the industry billions.