Apple Blocks Safari Network Access to Identity Resolution Companies, Disrupting Ad Targeting
TLDR
Apple's Safari now cuts off network access to identity resolution companies, and ID5, LiveRamp, Permutive, Audigent and UID 2.0 have been blocked while The Trade Desk got a reprieve.
What this means for your accounts
- Status
- Available
- Platform
- Not specified in the source
- Affects
- Safari network access for identity resolution companies, Cross-site and cross-device ad identification
- Who
- Identity vendors and ad tech companies relying on Safari identity resolution, including ID5, LiveRamp, Permutive, Audigent and UID 2.0
- Effective
- Oct. 19
- Action needed
- Not specified in the source
Apple confirmed in a blog post on Oct. 19 that Safari now cuts off network access to identity resolution companies that link email addresses, phone numbers, IP addresses and browsing history to track people across sites and devices. The change followed the latest iPhone software update, after which The Trade Desk's ads stopped loading in Safari and ID5, LiveRamp, Permutive, Audigent and UID 2.0 were also blocked, as first reported by Digiday. How far the fallout spreads has not yet been determined.
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 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.
- Oct 8Apple's iOS 27 Unexpectedly Blocks Data and Identity Vendors
Apple's iOS 27 unexpectedly blocked major data and identity vendors like LiveRamp and Permutive, forcing the ad tech ecosystem to scramble for workarounds.