Safari in iOS 27 blocks identity resolution domains, and ad tech moves ad calls server-side
TLDR
Apple's Safari in iOS 27 has started blocking domains tied to identity resolution providers such as The Trade Desk and ID5, and ad tech firms and IAB Tech Lab are responding by moving ad calls server-side.
Safari in iOS 27 has begun blocking domains tied to identity resolution providers such as The Trade Desk and ID5, which link people's browsing to their email addresses. In response, ad tech firms and IAB Tech Lab are pushing to move ad calls server-side, including through IAB Tech Lab's Trusted Server technology, which would limit the browser's control over ad tech activity, as Digiday reports.
How we got here: earlier coverage
- Oct 28Apple's Safari Restrictions on Identity Providers Push Ad Tech Toward Server-Side Integrations
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.
- Oct 20Prebid presents vision for open-internet ad tech independent of Google
Prebid, a non-profit ad-tech organization, outlined plans to reduce publisher and independent ad-tech reliance on Google's dominance in the sell-side auction.
- 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.