In Graphic Detail: What Apple’s identity block means for the ad money
How Apple's identity block hits publishers' wallets, and why Apple can afford it.
Apple has reignited its ongoing dispute with the advertising technology industry by restricting access to its devices for companies that collect and use personal data to identify and track users across websites and devices. The conflict began with the release of a recent software update for iPhones, which prevented certain ad tech companies from loading their ads in the Safari browser.
These affected companies included The Trade Desk, ID5, LiveRamp, Permutive, Audigent, and UID 2.0. While The Trade Desk received a temporary reprieve, the other identity resolution vendors were blocked, leaving Apple uncommunicative about the reason for the restriction.
During Advertising Week New York, the ad tech community speculated on the reasons behind Apple's decision. However, Apple finally addressed the issue in a blog post on October 19. The company explained that its browser now blocks network access to so-called identity resolution companies, which gather and integrate various data points such as email addresses, phone numbers, IP addresses, browsing history, and device information to recognize and track users across different platforms and devices.
The implications of Apple's move are yet to be fully understood, but the consequences are already causing financial strain for numerous companies. The following analysis provides an overview of how the industry arrived at this point and the stakes involved in Apple's decision.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
