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# Ad tech’s answer to Apple and Google: move the auction server-side
- URL: https://www.medianexis.com/ad-techs-answer-to-apple-and-google-move-the-auction-server-side/
- Published: 2026-11-03T15:29:26.000Z
- Updated: 2026-11-03T15:29:26.000Z
- Description: The Digiday Podcast reports that Apple’s iOS 27 is blocking identity-resolution domains like The Trade Desk and ID5, pushing IAB Tech Lab toward server-side tools like Trusted Server.
- Author: The Signals Desk
- Tags: Ad-tech, Ad tech server-side shift vs Apple/Google browser power

**Why it matters.** If server-side infrastructure takes hold, ad tech vendors reduce their dependence on browser rules set by Apple and Google.

*Signal from* [*The Digiday Podcast*](https://digiday.com/podcasts/?ref=medianexis.com) *·* [*read the original*](https://digiday.com/media-buying/can-ad-techs-server-side-shift-save-it-from-apple-and-google?ref=medianexis.com)*.*