Apple’s Safari ad tech blocklist sends publishers back to IAB Tech Lab’s Trusted Server
What publishers once filed under someday now has a deadline, and Apple set it.
Apple's latest software update has introduced a blocklist within its Safari browser that targets companies involved in ad tracking, prompting publishers to reconsider their ad infrastructure. This move has left publishers scrambling to adapt and explore alternative solutions. Traditionally, when a news article is opened on an iPhone or iPad in Safari, the device communicates with numerous ad tech companies, sharing user data and allowing advertisers to bid on ad space.
However, Apple's new ad tech blocklist blocks any company on its list, rendering these partnerships ineffective. Trusted Server, offered by the IAB Tech Lab, provides a potential solution. It moves the ad process to servers controlled by the publisher, bypassing Apple's monitoring. By doing so, the device no longer communicates with external ad tech companies, and Apple cannot intervene.
Publishers are now weighing the potential revenue impact and determining the extent of the damage. This shift back to self-hosted ad infrastructure reflects the growing concerns among publishers about the interconnectedness of the ad tech ecosystem and the need for more control over their data and ad revenue.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
