IAB Tech Lab COO Questions Alternatives to Safari's Ad Requirements
· 1h ago · Originally reported by PPC Land
The IAB Tech Lab's COO, Shailley Singh, stated that no current alternative to Safari fully meets all three key advertising requirements. Singh highlighted Google's dominance in ad serving and pointed out that alternatives like Trusted Server have limitations, especially regarding handling Safari traffic.
Why it matters
This matters because publishers and advertisers are seeking solutions as browsers like Safari restrict traditional ad tracking, but viable alternatives that meet all needs are still lacking.
Explain it like I’m new here
It's like trying to find a new delivery truck for your packages, but none of the options can carry everything you need to deliver.
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
IAB Tech Lab
IAB Tech Lab is the non-profit standards body for digital advertising technology, founded in 2014, which develops specifications such as OpenRTB, VAST, ads.txt, sellers.json and the Open Measurement SDK.
Ad server
An ad server is the software that stores ads, decides which ad to show in each slot based on rules and priorities, delivers it, and counts impressions and clicks.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Go deeper
Related stories
Google Faces Renewed Lawsuit Over AI Features in Gmail and Chat
A lawsuit has been refiled against Google, alleging that AI-powered features in Gmail, Chat, and Meet were enabled without user consent in late 2025. Google is seeking dismissal, arguing that plaintiffs have not demonstrated concrete harm.
Google Expands Mandatory AI Mode Ads to 10 Additional Countries
Google is rolling out its AI Mode for Search, Shopping, and Performance Max campaigns in India, Kenya, and eight other countries. Advertisers in these markets can no longer opt out of AI Mode, with Brazil and Mexico expected to follow…
Google Search Adds 'Add to Cart' and 'Buy Now' Buttons to Product Panels
Google Search has introduced 'Add to cart' and 'Buy now' buttons directly within product panels, allowing users to interact with shopping features without leaving the search page. Retailers' 'Visit site' links remain prominent, but carts…
Google Tests Grouping Shopping Ads Under Single Sponsored Heading With AI Mode
Google is experimenting with a new AI-driven format that groups shopping ads under a single 'Sponsored' heading, while unpaid listings are labeled 'All products.' This test was observed in late October and may impact how users interact…
Google Search Ads Test Apple Messages Button for Direct SMS on iPhone
A Google Search ad for a Philadelphia law firm included an Apple Messages button, allowing iPhone users to send a pre-filled SMS to the firm's toll-free number. The feature appears in Google's iOS ad assets list for 42 countries, but not…
Meta Reports Strong Growth Driven by AI While Google Faces Challenges
Meta has reported significant growth in its returns, attributing the gains to advancements in artificial intelligence. In contrast, Google is experiencing difficulties that have impacted its performance.