Ad Tech Companies Move Identity Resolution to Servers Amid Apple Tracking Limits
· 1h ago · Originally reported by Traders Union
Ad tech firms are adapting to Apple's stricter tracking policies by shifting identity resolution processes from user devices to servers. This change aims to maintain ad targeting and measurement capabilities despite increased privacy restrictions on Apple platforms.
Why it matters
This matters because it shows how the ad tech industry is evolving its technology to cope with privacy changes from major platforms like Apple, which impact how advertisers reach and measure audiences.
Explain it like I’m new here
It's like moving the scoreboard from everyone's phones to a big screen so the game can keep going even if some players can't see their own scores.
Read the original at Traders Union
Terms in this story
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Identity graph
An identity graph is a database that links the many identifiers belonging to the same person or household, such as emails, device IDs, cookies and IP addresses, into one profile.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Go deeper
Related stories
Ad Tech Industry Develops Workarounds to Apple's Tracking Restrictions
Ad tech companies are creating new strategies to continue tracking users despite Apple's recent privacy measures. However, these solutions have notable vulnerabilities that could limit their effectiveness.
South Korea Fines Google and Apple for Unfair App Market Practices
Regulators in South Korea have imposed fines on Google and Apple, citing unfair practices in their app marketplaces. The penalties are part of ongoing efforts to address concerns about competition and developer treatment in the mobile app…
Apple’s Safari Privacy Moves Drive Ad Tech Shift to Server-Side Solutions
Apple's ongoing privacy restrictions in Safari are prompting ad tech companies to adopt more server-side approaches for tracking and measurement. However, there are still concerns in the industry about the effectiveness and transparency of…
Safari 27.2 Removes Unintended 7-Day Cookie Limit for CNAME-Hosted Sites
Apple's Safari browser version 27.2 has corrected an issue where cookies set by sites using CNAME records expired after seven days. This change affects sites that use CNAME-based subdomains for tracking or analytics, restoring normal…
Apple’s Identity Restrictions Raise Questions for Digital Ad Revenue
Apple’s ongoing efforts to limit user tracking and restrict identity signals are impacting how advertisers target and measure digital ads. These changes are forcing ad buyers and platforms to rethink strategies as traditional identifiers…
Apple's WebKit Blocks ID Vendors as Retail Media Eyes New Ad Tech
Apple's WebKit browser engine has implemented measures to block identity vendors, impacting how advertisers track users online. Meanwhile, retail media networks are exploring new advertising technologies, and Formula 1 is highlighted as an…