Making Creator Headlines · Page 10
Safari Limits Tracking, So Ad Tech Gives the Server Room a Bigger Job
· New York time
Apple's latest Safari tracking restrictions have pushed advertising companies toward server-side approaches, with parties rallying behind IAB Tech Lab's Trusted Server Framework. Questions remain about the approach, according to Digiday. Moving some work away from the browser may give the industry another way to handle data, but it does not make the competing demands around tracking disappear. Advertisers want useful measurement; browser restrictions reflect a different set of priorities. The industry's proposed destination has changed. Its difficult conversation has simply followed it down the hall.
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