Adtech has a plan to beat Apple's tracking crackdown — but it has weaknesses
Source: Business Insider ·
Apple's Safari tracking crackdown has adtech companies moving identity resolution server-side. Privacy experts warn the workaround may not last.
From the source
The adtech industry has a plan to mitigate the effect of the ad tracker crackdown implemented by John Ternus' Apple. It might only be a temporary fix.Benjamin Fanjoy/Getty ImagesA version of this post appears in CMO Insider.Sign up for Business Insider's marketing newsletter.Keep calm: We have a plan.That's essentially been the adtech industry's response to Apple's latest crackdown on web trackers.The workaround may only be a temporary fix, however.Apple recently implemented new restrictions in its Safari browser designed to stamp out "identity resolution," a method used to track users across different devices and websites by linking data points such as IP addresses, email addresses, and other identifying information collected about them.Adtech has largely united around a proposed solution: Move the identity resolution process so it takes place inside publishers' and adtech companies' servers rather than in the browser, where Apple has more control. Adtech industry execs have said…