Wire · regulatory
Apple's Tracking Crackdown: Why Adtech's Workaround May Not Last
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Fusion42 · 28 October 2026 · Fusion42 review
Apple's new Safari browser restrictions block identity resolution for ad tracking, prompting adtech companies to shift tracking to server-side solutions under publisher control. However, privacy experts warn Apple may impose further blocks, risking disruption for web publishers reliant on ad targeting and measurement.
This Wire brief sits within Fusion42's coverage of Adtech.
◆ ◆ The Wire takeaway
You must plan for further Apple restrictions on tracking, as relying on server-side identity resolution is only a temporary fix. Moving your tech stack onto publisher-controlled servers is urgent to maintain ad measurement and targeting in Safari's ecosystem.
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1 source · 28 Oct 2026
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