Apple explains new WebKit blocks targeting identity-resolution tracking technologies

Apple clarified the rationale behind its newest privacy crackdown, which disables identity-resolution mechanisms that link disparate user data to track individuals across devices. Implemented via the WebKit engine that powers Safari on iPhones and iPads, the policy blocks domains used by adtech providers, including The Trade Desk, LiveRamp, ID5, Permutive and Audigent, and initially halted The Trade Desk’s ad delivery.

Apple later reinstated The Trade Desk’s ad-serving domain while maintaining broader domain-level restrictions. Industry observers warn the move will shrink the pool of targetable users, push up ad costs and make measurement harder as more devices update to iOS 27. Apple acknowledged possible side effects on website revenue and fraud prevention but said user privacy will take precedence over existing web practices.