Apple Blocks ID Vendors Amid Growing Privacy Concerns
Apple's move to block ID vendors may be a response to growing concerns over user tracking and privacy, according to AdExchanger. The decision comes as research highlights the potential for extended identifiers to reproduce persistent user-level tracking without cookies.
Original reporting · adexchanger.com
Original: “Why WebKit Did It; Apple’s Car In The Ads Race”
Read “Why WebKit Did It; Apple’s Car In The Ads Race” at AdExchanger →
How this was written. Adtomix wrote this article with a language model from AdExchanger’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from AdExchanger’s report
- Apple's decision to block ID vendors may be a response to growing concerns over user tracking and privacy.
- Recent research highlights the potential for extended identifiers to reproduce persistent user-level tracking without cookies.
- Apple's ads business has seen a boost from its partnership with Formula 1, with viewership and brand lift studies yielding positive results.
- The company aims to create a 'balanced model' for consumers and advertisers, rather than prioritizing ad growth at all costs.
- The use of street cameras and surveillance technology is raising concerns among consumers, with some companies responding to these concerns
The ad tech industry is navigating a post-iOS 27 world, and one key question is why Apple is blocking ID vendors now. Apple WebKit has long emphasized privacy and tracking concerns, and recent research supports its stance. A study by the New Jersey Institute of Technology and ad tech analytics firms DeepSee.io and Adalytics found that extended identifiers can enable persistent user-level tracking without cookies.
This research, published in September, adds to growing concerns over user privacy. Cybersecurity firms Report URI and iVerify recently documented how bad actors are using expired web domains with ad tags to infiltrate iPhones and steal keychain passwords. Additionally, a report by Confiant and the University of Toronto's CitizenLab described 'zero-click mercenary spyware' delivered via targeted ads.
These findings may justify Apple's decision to block ID vendors. The company's ads business, meanwhile, has seen a boost from its partnership with Formula 1, according to The Hollywood Reporter. Apple TV has exclusive streaming rights to F1 races and negotiates deals with existing sponsors, such as American Express and Ford.
Viewership for Apple TV's inaugural F1 season is reportedly up double digits compared to last season, and brand lift studies have yielded positive results for sponsors. Apple Ads VP Todd Teresi says the company aims to create a 'balanced model' for consumers and advertisers, rather than prioritizing ad growth at all costs.
The relative scarcity of Apple's advertising placements may be a benefit for brands, making it easier for viewers to recall individual ads. In contrast, other streamers often feature a large number of ads, which can be less effective. Apple's approach may be seen as a more sustainable model for the ad tech industry.
Meanwhile, the retail media and API-based data feeds are leading to controversial integrations, such as partnerships between retailers and companies operating street cameras for vehicle tracking. Retailers like Ulta, Lowe's, and Home Depot have partnered with Flock, which operates a nationwide network of street cameras, ostensibly to address crime and safety concerns.
The use of street cameras and surveillance technology is raising concerns among consumers, with some companies like MapQuest responding by releasing features that display the location of these cameras. MapQuest GM Doug Berger says that tracking these cameras is a top request from users who are wary of surveillance. This article is based on reporting by AdExchanger.
Questions and answers
Why is Apple blocking ID vendors?
Apple's move may be a response to growing concerns over user tracking and privacy, as recent research highlights the potential for extended identifiers to reproduce persistent user-level tracking without cookies.
What is the impact of Apple's partnership with Formula 1 on its ads business?
The partnership has reportedly led to a boost in viewership and positive brand lift studies for sponsors, with Apple Ads VP Todd Teresi saying the company aims to create a 'balanced model' for consumers and advertisers.
What are the concerns surrounding the use of street cameras and surveillance technology?
The use of street cameras and surveillance technology is raising concerns among consumers, with some companies like MapQuest responding by releasing features that display the location of these cameras, as users are wary of surveillance.
