Apple Blocks Identity Resolution Providers on Safari
· 2h ago · Originally reported by AdExchanger
Apple has implemented new measures in Safari that block identity resolution providers, making it harder for ad tech companies to track users across sites. This move follows Apple's ongoing efforts to limit tracking and enhance user privacy. The development also raises questions about how programmatic advertising will adapt.
Why it matters
This matters because identity resolution is a key tool for advertisers to target and measure users online. Apple's actions could force the ad tech industry to find new ways to identify audiences while respecting privacy.
Explain it like I’m new here
It's like Apple putting up a fence so companies can't follow you from store to store in the mall.
Read the original at AdExchanger
Terms in this story
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.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
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.
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