Coverage note
Apple’s Latest Privacy Move In iOS 27 Hits Different Than ATT
Read the original at AdExchanger
Read “Apple’s Latest Privacy Move In iOS 27 Hits Different Than ATT” at AdExchanger →Machine-written summary. The paragraph and the list below were written by a language model reading AdExchanger's article, not by ABM Fuel's editors, and they describe that article rather than add to it. (model: @cf/ibm-granite/granite-4.0-h-micro) The original, linked above, is the actual reporting.
Apple's latest iOS 27 update introduces a new privacy feature that blocks ad tech companies, including The Trade Desk, from serving ads in Safari on Apple devices. This move creates a different kind of headache for the ad tech industry compared to Apple's previous AppTrackingTransparency (ATT) framework, which required apps to obtain user permission before accessing their mobile ad ID. While ATT forced ad tech to adapt by finding workarounds, the new iOS 27 privacy change presents an uncertain landscape with unclear rules and potential competitive implications.
What AdExchanger reported
- Apple's iOS 27 update blocks The Trade Desk's core ad request and delivery domain, adsrvr.org, from serving ads in Safari for Apple device owners with iOS 27, alongside other identity and data infrastructure companies like LiveRamp, ID5, Permutive, and Audigent.
- This new privacy feature is different from ATT, which required app permission for accessing mobile ad IDs, but the iOS 27 change presents an uncertain landscape with unclear rules and potential competitive implications.
- The asymmetry in the situation, where Google's bids can still go through Safari while The Trade Desk's bids are blocked, raises concerns about Apple's potential bias and the competitive stakes involved, especially considering Apple's own advertising business interests.