What happened
Apple's latest iOS update aims to block data collection by ID providers, potentially preventing identifier-based advertising on iOS devices. The full impact remains unclear, but the open web is expected to suffer most. The article discusses the implications for ID solutions like UID2 and other identity providers, amid ongoing industry efforts to find cookieless alternatives. The move intensifies pressure on the open web ecosystem, which relies heavily on identifier-based targeting for monetization.
Key facts & figures
- ·Apple's iOS update blocks ID providers from collecting data.
- ·The full scope of blocked identifiers is not yet clear.
- ·The open web is expected to suffer most from the blockade.
- ·The article was published on November 8, 2026.
Key questions for investors and operators
When evaluating transactions, technology stacks, or commercial partnerships in this space, we recommend looking closely at three questions:
How resilient is programmatic yield on unauthenticated traffic (Safari, Firefox, iOS) without relying on legacy third-party cookies?
Are programmatic deal pipes (PMP, Programmatic Guaranteed) cleanly separated from open-auction floor pricing to prevent rate-card erosion?
What technical controls govern AI crawler access, content licensing telemetry, and first-party audience curation?
Companies & platforms involved
Apple
Apple's latest iOS update aims to block data collection by ID providers.