Apple privacy changes tighten adtech tracking on iPhone and iPad browsers
Apple is clarifying a new round of browser privacy restrictions after unexpected domain blocks disrupted parts of the online advertising market. The changes, delivered through WebKit as users move to iOS 27, are aimed at limiting techniques that connect data points such as emails, IP addresses, and device information to track people across the web.
Highlights
- Apple's new WebKit restrictions target 'identity resolution' tactics, further limiting tracking across iPhone and iPad browsers beyond just blocking cross-site cookies.
- The update imposes domain-level blocking to counter identity providers circumventing privacy rules by altering data transmission methods between websites and devices.
- In June, Apple blocked domains from The Trade Desk, LiveRamp, ID5, Permutive, and Audigent, later restoring The Trade Desk's ad-serving domain but maintaining a ban on its Unified ID 2.0 identifier.
WebKit restrictions expand tracking limits
As reported by Business Insider, citing Apple in a Monday blog post, the company says its latest measures are designed to stop "identity resolution," a practice used by adtech providers to link separate user data signals across websites and devices. Apple says blocking cross-site cookies alone is no longer sufficient because tracking companies have shifted to alternative methods in what it describes as the post-cookie era.The company is implementing what it calls domain-level blocking, an approach meant to prevent identity providers from bypassing the rules by changing how they transmit data. Apple says users may share details such as email addresses for logins or newsletters without expecting that information to be reused by other companies for invisible tracking purposes.
The move follows an earlier rollout this month that blocked domains operated by companies including The Trade Desk, LiveRamp, ID5, Permutive, and Audigent. Apple later restored The Trade Desk's ad-serving domain after the initial restrictions also interfered with ad delivery, while continuing to block its Unified ID 2.0 identifier.
In our earlier article on TikTok’s EU gatekeeper case under the Digital Markets Act, we covered a top EU court adviser’s recommendation to reject ByteDance’s challenge to the European Commission’s designation. We noted that a final ruling expected in the coming months could reinforce strict compliance obligations for large platforms operating in the EU.
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