Apple’s Safari update breaks identity resolution vendors, researcher says

AdExchanger’s Sarah Sluis reports that Apple confirmed in a blog post it has broken identity resolution companies’ ability to track users on Safari, closing workarounds like short-lived cookies and CNAME cloaking that ad tech used to triangulate identity.

Why it matters. Identity vendors relying on browser-based workarounds lose the ability to resolve Safari users, pushing ad tech toward consent-based first-party identity schemes.

Signal from adexchanger.com · Sarah Sluis · read the original.

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