Paid Media News by Eric Mandell

Safari 27 blocks identity firms from turning email addresses into tracking IDs

Reported by Paid Media News
55
News

TLDR

Safari 27 is blocking identity providers from converting email addresses into tracking identifiers across Apple platforms, with no vendor exceptions.

WebKit announced that Safari 27 will block domain-level tracking methods used by identity firms to turn email addresses into tracking IDs, enforcing the policy uniformly across iOS, iPadOS, macOS, and visionOS with no exceptions for specific vendors. The move constrains identity resolution tactics widely used in programmatic advertising and audience targeting, forcing a reckoning for ad tech reliant on email-based user identification.

Topics:Paid Search & AdvertisingTools & Platforms
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