Apple’s Safari crackdown pushes ad tech toward server-side solutions, but doubts remain
Digiday ·
Parties rally behind IAB Tech Lab’s Trusted Server Framework following Apple’s latest tracking restrictions, although questions remain.
Apple’s latest crackdown on identity resolution has accelerated efforts among publishers and ad tech companies to move advertising infrastructure beyond the browser, although questions remain over whether the industry’s preferred response will provide a lasting solution.
Following weeks of uncertainty over Safari’s restrictions on domains associated with identity providers, companies including ID5 are advancing server-side integrations, while others are rallying behind IAB Tech Lab’s Trusted Server Framework.
The developments follow Apple’s WebKit explanation last week , which clarified its objections to identifiers derived from information such as email addresses being used to recognize individuals across websites without explicit consent.
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