Adtech Fights Apple's Tracking Crackdown

The adtech industry has proposed a workaround to Apple's tracking crackdown by moving the identity resolution process to servers. This move is in response to Apple's new restrictions in its Safari browser, which are designed to stamp out 'identity resolution', a method used to track users across different devices and websites.

The proposed solution involves moving the identity resolution process to servers, where adtech companies have more control. This, according to adtech industry executives, will mitigate disruptions to publishers' revenue and measurement from Apple's blockers, while still allowing them to respect users' privacy choices.

However, experts warn that this workaround may only be a temporary fix. Zach Edwards, a cybersecurity researcher and cofounder of DecryptAds, said that adtech companies that bet against the browser are in for a rude awakening at some point in the future. Apple has made it clear that attempts to circumvent its tracking protections could trigger further restrictions on adtech companies.

## Why it matters The stakes are high for the adtech industry, as Apple's restrictions are designed to protect users' privacy choices. The adtech industry's reliance on tracking users across different devices and websites has raised concerns about privacy and data protection. If the adtech industry's workaround is successful, it could allow companies to continue tracking users, but if it fails, it could lead to further restrictions and a significant impact on the industry's revenue.

The adtech industry's proposal to move the identity resolution process to servers may seem like a clever solution, but it may not be enough to outsmart Apple's tracking protections. As the industry continues to evolve, it will be important to watch how this plays out and what the consequences will be for both the adtech industry and users' privacy.