Adtech has a plan to beat Apple's tracking crackdown — but it has weaknesses
Apple's Safari tracking crackdown has adtech companies moving identity resolution server-side. Privacy experts warn the workaround may not last.
The adtech industry has devised a strategy to counter Apple's tracking restrictions, but it may serve only as a short-term solution. Apple recently introduced new measures in its Safari browser aimed at curbing identity resolution, a technique employed to monitor users across devices and websites by connecting data points like IP addresses, email addresses, and other identifiers gathered about them.
Industry experts have proposed moving the identity resolution process to publishers' and adtech companies' servers, rather than the browser, where Apple maintains greater control. This approach aims to maintain publishers' revenue and measurement while still honoring users' privacy choices. However, privacy advocates argue that while this server-side shift could be effective in the short term, it is not a long-lasting solution.
Apple has indicated that efforts to circumvent its tracking protections could lead to additional restrictions on adtech firms. The outcome hinges on Apple's ability to thwart these workarounds, which could significantly impact adtech companies, publishers, and advertisers who rely heavily on identity resolution for targeted advertising and campaign measurement.
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