Apple’s recent Safari restrictions on domains tied to identity providers have prompted ad tech companies such as ID5 to advance server-side integrations, while others support IAB Tech Lab’s Trusted Server Framework. The move follows Apple’s clarification that identifiers based on email addresses or similar data cannot be used to track individuals across sites without explicit consent. The restrictions, already in effect, have left publishers and technology partners adjusting quickly, with some companies reporting only limited immediate impact due to low consumer adoption so far.
Industry sources told Digiday that Apple’s communication has been selective, relying mainly on its public WebKit portal, though some back-channel discussions have occurred. Privacy experts suggest Apple’s approach may be driven by concerns over potential litigation related to third-party tracking. Critics argue that the changes may concentrate ad spend with large platforms such as Apple, Google, and Meta, rather than ending tracking altogether.
Publishers affected by the changes have moved to interim solutions while transitioning to first-party infrastructure. ID5 is testing server-side integrations with selected publishers, but widespread adoption is still in early stages. The IAB Tech Lab’s Trusted Server Framework is being considered, though it faces criticism over complexity, cost, and privacy safeguards.
The debate continues over whether server-side solutions truly address Apple’s privacy concerns or simply shift tracking beyond browser controls. The cost and complexity of new infrastructure are key issues for publishers, particularly those with limited resources.
