{"id":7073330,"date":"2026-10-02T20:29:16","date_gmt":"2026-10-02T20:29:16","guid":{"rendered":"https:\/\/fivemor.com\/?p=7073330"},"modified":"2026-10-02T20:29:16","modified_gmt":"2026-10-02T20:29:16","slug":"apples-latest-privacy-move-in-ios-27-hits-different-than-att","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7073330","title":{"rendered":"Apple\u2019s Latest Privacy Move In iOS 27 Hits Different Than ATT"},"content":{"rendered":"


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Editor\u2019s note<\/strong><\/em>: After this column published, AdExchanger reported that Apple\u2019s WebKit blocklist has expanded well beyond the initial handful of companies \u2014 potentially to hundreds of ad tech, martech and data vendors. Read more<\/a>.<\/em><\/p>\n

When Apple\u2019s AppTrackingTransparency framework took effect in April 2021<\/a> with the release of iOS 14.5, the ad industry treated it like a five-alarm fire and, to be fair, it was.<\/p>\n

The number of stories AdExchanger alone published on the vicissitudes of ATT is staggering. (I personally wrote about ATT almost as much as I did about Google\u2019s abortive plan to deprecate third-party cookies in Chrome, which is saying something.)<\/p>\n

It\u2019s logical that Apple\u2019s latest iOS update blocking The Trade Desk from serving ads in Safari would bring ATT to mind. It did for me, anyway.<\/p>\n

Because there\u2019s a familiar pattern: Apple makes a privacy-related change, ad tech braces for impact and everyone wonders which companies will lose the most revenue and what workarounds will emerge. <\/p>\n

\n \"\"\n <\/div>\n

But what Apple did with ATT and what it appears to be doing now create very different kinds of headaches for ad tech.<\/p>\n

You got served (but also not)<\/strong><\/h2>\n

AppTrackingTransparency, which is Apple\u2019s requirement that apps get permission before accessing a user\u2019s mobile ad ID (known as IDFA on iOS), turned what was a once-routine mobile signal into something much scarcer.<\/p>\n

Targeting got harder, measurement got fuzzier and attribution became an exercise in modeling \u2013 for everyone. (Apple aside<\/a>.)<\/p>\n

But ATT didn\u2019t stop app developers from collecting data or running their businesses; it just stopped them from using identifiers to track a person across other sites and apps without an opt-in.<\/p>\n

Mobile measurement companies scrambled, but they accommodated themselves. The data got messier, but the pipes stayed connected.<\/p>\n

What AdExchanger Senior Editor James Hercher reported earlier this week<\/a> is a different problem entirely.<\/p>\n

By adding adsrvr.org, The Trade Desk\u2019s core ad request and delivery domain, to a WebKit blocklist, Apple is preventing it from serving ads in Safari for Apple device owners who have updated to iOS 27.<\/p>\n

And Apple is lumping TTD together with identity and data infrastructure companies like LiveRamp, ID5, Permutive and Audigent, which are caught in the same net.<\/p>\n

That should make everyone in the programmatic advertising ecosystem sit up in their chair \u2013\u00a0not just the companies already named.<\/p>\n

Not exactly a neutral party<\/strong><\/h2>\n

But there\u2019s even more cause for concern hidden in the details.<\/p>\n

In the message that Ian Meyers, The Trade Desk\u2019s senior director of engineering, sent to the WebKit team flagging the issue, he shared an example from a Yahoo browsing session in which TTD\u2019s bids were blocked on Safari while Google\u2019s bids went through.<\/p>\n

One example isn\u2019t enough to demonstrate that Apple is deciding winners and losers as a matter of policy. But it does illustrate the competitive stakes, because, for the time being at least, a major independent DSP appears unable to serve ads in Safari on updated Apple devices, while Google can still participate in the same environment.<\/p>\n

That asymmetry is worth a little side eye \u2013 especially in light of Apple\u2019s other business arrangements with Google<\/a>.<\/p>\n

Speaking of competitive concerns, Apple is not a disinterested privacy referee. ATT, whatever its merits for users, also happens to be good for Apple\u2019s own advertising business. If third-party tracking is harder, Apple\u2019s first-party data is more valuable. Regulators in France<\/a>, Italy<\/a> and Germany<\/a> have pursued Apple over ATT on exactly this theory.<\/p>\n

Meanwhile, a 2 billion-pound class action lawsuit now pending in the UK<\/a> accuses Apple of holding third-party developers to stricter tracking standards than it imposes for its own services. Apple has denied any wrongdoing.<\/p>\n

Beuller \u2026 Beuller \u2026 Beuller?<\/strong><\/h2>\n

Apple is entitled to protect users from cross-site tracking and data practices it believes violate its privacy principles. The ad-tech industry has not earned the benefit of the doubt on either front.<\/p>\n

But privacy enforcement and infrastructure disruption are not interchangeable.<\/p>\n

Blocking an identity-resolution service is one thing. Blocking a domain that handles an ad platform\u2019s requests and delivery is something else. One limits what a company can know. The other limits whether it can operate.<\/p>\n

ATT was a policy. There was a lot of uncertainty, but Apple eventually published developer guidelines and even hosted a few WWDC sessions about it. Companies could argue about the implications, but they understood the rule.<\/p>\n

Here, The Trade Desk is waiting to find out whether its core delivery domain was blocked by mistake or by design. The WebKit team says it\u2019s investigating.<\/p>\n

The industry can adapt to difficult rules. ATT is a perfect example. What\u2019s harder to adapt to is uncertainty.<\/p>\n

If you don\u2019t know why you\u2019re being blocked, whether the decision is final or how to challenge it, there\u2019s no engineering your way out.<\/p>\n

\u201c<\/em>Data-Driven Thinking<\/em><\/a>\u201d is written by members of the media community and contains fresh ideas on the digital revolution in media. This column is part of a series of perspectives from AdExchanger\u2019s editorial team.<\/em><\/p>\n

Follow <\/em>Allison Schiff<\/em><\/a> and <\/em>AdExchanger<\/em><\/a> on LinkedIn.<\/em><\/p>\n

For more articles featuring Allison Schiff, click here<\/a>.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

Editor\u2019s note: After this column published, AdExchanger reported that Apple\u2019s WebKit blocklist has expanded well beyond the initial handful of companies \u2014 potentially to hundreds of ad tech, martech and data vendors. Read more. When Apple\u2019s AppTrackingTransparency framework took effect in April 2021 with the release of iOS 14.5, the ad industry treated it like […]<\/p>\n","protected":false},"author":1,"featured_media":7073332,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[1332,234085,234086,14520,22122,234087,155264,15047,234088,3554,173804,5683,31305,11341,234089,13325,234090],"dealstore":[],"offerexpiration":[],"class_list":["post-7073330","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-apple","tag-apple-apptrackingtransparency","tag-apple-att","tag-apples","tag-att","tag-audigent","tag-data-driven-thinking","tag-hits","tag-id5","tag-ios","tag-ios-27","tag-latest","tag-liveramp","tag-move","tag-permutive","tag-privacy","tag-safari-webkit"],"yoast_head":"\nApple\u2019s Latest Privacy Move In iOS 27 Hits Different Than ATT - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7073330\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Apple\u2019s Latest Privacy Move In iOS 27 Hits Different Than ATT - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Editor\u2019s note: After this column published, AdExchanger reported that Apple\u2019s WebKit blocklist has expanded well beyond the initial handful of companies \u2014 potentially to hundreds of ad tech, martech and data vendors. 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