Apple finally explains its Safari block, and identity companies are in its sights
As Apple spells out its case for blocking identity companies in Safari, its job board shows an ads business with big plans.
Apple has finally shed light on its recent decision to block certain identity companies within its Safari browser. After implementing the restrictions in September with the latest software update, the company has now detailed its reasoning in a blog post published on Monday, October 19.
The engineers behind Safari explained that when users input their email addresses on websites, companies can collect this information and transform it into a unique ID. This ID serves as a way for advertisers to identify the same individual across various websites, all without relying on traditional cookies. Companies like LiveRamp, ID5, and The Trade Desk's UID 2.0 utilize this method to track users. These companies were among the first to be blocked by Safari upon the software update, alongside Permutive and Audigent.
Apple's blog post confirms that the block is not limited to iOS devices such as iPhones and iPads. The restrictions extend to Mac computers and even Apple's Vision Pro headset. Once a user updates their device to the latest version of Safari, it ceases to communicate with these identity companies, effectively ending any tracking.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
