Observed Signal · Nov 3, 2026 · Policy Update · Source: Digiday · Impact: 4/5 · Sentiment: Negative
Ad Tech's Server-Side Shift: Can It Counter Apple and Google?
In a recent Digiday Podcast episode, editors discussed the ad tech industry's response to Apple's Safari blocking of identity resolution domains and Google's ad tech antitrust remedies. Ad tech firms, including The Trade Desk and ID5, are moving ad calls server-side, with IAB Tech Lab's Trusted Server technology as a potential solution. However, experts question the durability of this approach, as Apple may find new ways to restrict tracking. Meanwhile, Google's remedies ruling could allow Prebid to alter the programmatic auction dynamics. The podcast highlights the ongoing power struggle between ad tech and browser/platform owners.
This news highlights the ongoing power shift in ad tech, with Apple and Google tightening control over browser and platform ecosystems. The server-side shift and potential Prebid changes could reshape programmatic advertising, making it highly relevant for the industry.
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Key Takeaways & Evidence Grounding
- Apple's Safari browser has begun blocking domains tied to identity resolution providers like The Trade Desk and ID5.
- Ad tech firms and IAB Tech Lab are promoting server-side ad calls, including Trusted Server technology.
- Google's ad tech antitrust remedies ruling could give Prebid a chance to change the programmatic auction.
- Google's third-party display ad network business (GAM) underperformed in recent earnings.
- The Digiday Podcast featured Seb Joseph and Ronan Shields discussing these developments.
Connected Companies & Entities
6 Entities mapped“Google is a central party in the discussion, with its ad tech platform and antitrust remedies affecting the industry.”
“Apple's Safari browser changes are triggering the server-side shift in ad tech.”
“The Trade Desk is mentioned as an identity resolution provider whose domains are being blocked by Apple's Safari.”
“ID5 is another identity resolution provider affected by Safari's domain blocking.”
“IAB Tech Lab is developing Trusted Server technology to facilitate server-side ad calls.”
“Prebid is mentioned as potentially benefiting from Google's ad tech antitrust remedies to alter the programmatic auction.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Apple Safari Blocklist Pushes Publishers to Trusted Server
Apple's software updates in iOS 27 and macOS 27 have introduced a dynamic, non-public blocklist targeting major ad tech vendors, restricting tracking for targeted advertising in Safari. This has prompted publishers to explore server-side solutions like IAB Tech Lab's Trusted Server, which moves ad auctions from user devices to publisher-controlled servers. The blocklist lacks an appeal process, allowing Apple to remotely add domains without OS updates, devaluing iOS/Safari traffic and creating campaign effectiveness blind spots for advertisers. Publishers like Paradium have already adopted Trusted Server, while others are evaluating alternatives like Aditude's Prebid Server. The move underscores Apple's growing control over digital advertising, raising concerns about market power and publisher revenue. Adopting server-side infrastructure offers speed and data control benefits, but urgency is high as Apple's own ad business expands.
IAB Tech Lab CEO: Apple Domain Blocking Hits Publishers
In a LinkedIn article republished by IAB Tech Lab, CEO Anthony Katsur argues that Apple's domain-blocking restrictions on WebKit, which disrupt ad tech and identity services, pose a significant threat to publishers' revenue and sustainability. Katsur emphasizes that beyond vendor competition, the real concern is the ability of media companies to monetize their audiences, as restrictions can limit ad demand, measure effectiveness, and drive ad spend to larger platforms. He notes that Apple's policies exceed legal requirements and may inadvertently harm the media ecosystem. Katsur highlights Apple's own investment in advertising, calling for transparent standards and scrutiny of competitive effects. He introduces IAB Tech Lab's Trusted Server as a tool for publishers to regain control. The piece urges platform companies to collaborate and assess economic consequences, advocating for policy changes that protect both privacy and independent publishers.
AI-Generated Interfaces Require Contextual Emotional Design
The article argues that as AI tools increasingly generate interfaces from design systems and established patterns, designers must decide not only how interfaces look, but how they should make users feel in different contexts. A success animation, for example, may be appropriate for a significant milestone but annoying during routine tasks. The author cites examples from Duolingo, Mailchimp, Google's Material 3 Expressive research, and Asana to illustrate how expressive design must be balanced with usability, restraint, and user control. With AI's ability to reproduce patterns at scale, the risk of spreading emotionally inappropriate or intrusive design decisions increases. Designers are urged to specify not just the visual output but the circumstances and user state that warrant different levels of celebration or restraint, and to consider accessibility and user preference.
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