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Apple's Safari 27 now blocks email-based ad tracking IDs. Good or bad for advertisers?
Good for advertisers
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With fewer hidden third-party IDs in the bid request, budgets move toward first-party data and context, which buyers can actually see and check for themselves.
With fewer hidden third-party IDs in the bid request, budgets move toward first-party data and context, which buyers can actually see and check for themselves.
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Bad for advertisers
Since Safari dropped cross-site cookies in 2020, email-based IDs have been a main way to recognize Safari users. Without them, reach on iPhones and Macs shrinks.
Since Safari dropped cross-site cookies in 2020, email-based IDs have been a main way to recognize Safari users. Without them, reach on iPhones and Macs shrinks.
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