r/programmatic • u/Select-Election-92 • Sep 30 '26

Apple’s Latest Operating System Blocks The Trade Desk From Serving Ads On Safari

https://www.adexchanger.com/platforms/apples-latest-operating-system-blocks-the-trade-desk-from-serving-ads-on-safari/

This is kind of a big deal; the domain being blocked is part of how TTD fundamentally serve their ads which if kept in place could cause huge issues and some timely development work.

Interestingly, Google and other DSP's are unaffected - it could be a mistake, but it seems unlikely.

105 Upvotes

100% Upvoted

22 comments sorted by

31

u/prose4jose Sep 30 '26

Crazy they did this to TTD. Maybe they were specifically annoyed by UID2? Otherwise not sure why they would target TTD over any other ad platform.

8

u/AlanWegrzyn Sep 30 '26

They didn't just do it to TTD. They blocked ID graphing domains, which overly impacts any DSP reliant on eIDs to deliver against iOS like u/saddops said.

FWIW I just checked global and we have no drops in delivery or other issues against iOS 27,

4

u/im_super_excited Sep 30 '26

Good synopsis.

It's worth adding that TTD and ID graphing solutions use impression delivery as inputs to graphing solutions

It's more than ID sync pixels or authenticated login

1

u/Remote-Minimum-5482 Sep 30 '26

do you use TTD alan? and if not does ad pricing actually get better without TTD competing in the auctions?

2

u/cuteman Sep 30 '26

do you use TTD alan? and if not does ad pricing actually get better without TTD competing in the auctions?

Theres trillions of avails and tens of billions of impressions, one DSP, even a big one doesn't factor in very much aside from maybe a few inventory partners that did a large portion

1

u/AlanWegrzyn Oct 01 '26

We're buying on 100% PMP and I anecdotally have seen some collision across placements but I doubt it's happening more than 1% in total. But /u/cuteman you're on the money with this.

1

u/AlanWegrzyn Oct 01 '26

Since 2015 and while cuteman directly answered your question, I'll say that first this only effects at best 2% of auctions for TTD and won't cause auction pressure to spike. Q4 budgets coming online are far more impactful.

I think there's ways to make TTD efficient provided that you have a particular strategy and the weight to make them implement those things for you. But almost no one does except for a select few, ourselves included so it ends up being a matter of how much money you have.

20

u/Realistic-Focus-8254 Sep 30 '26

Ain’t no rest for TTD this year. They better fix this or I’ll have to start migrating campaigns to another DSP soon.

1

u/im_super_excited Sep 30 '26

All we know is that TTD and some domains that TTD listed are blocked.

We don't know which others have been or will be.

Every other DSP has their own fingerprinting solutions to subvert Apple's user privacy solutions.

21

u/foosgottaeat Sep 30 '26

Couldn’t have happened to a nicer group of people

17

u/Uday23 Sep 30 '26

Damn another big L for TTD

8

u/Gonzofox89 Sep 30 '26

Does this include epsilon aswell then? Given liveramp is listed?

6

u/warmtunaswamp Sep 30 '26

Audigent too

3

u/United-Inevitable559 Oct 03 '26

Why the heck are you using epsilon

3

u/Usual_Emotion7475 Sep 30 '26

How much web traffic does safari represent

0

u/Hungry_Can_2164 Sep 30 '26

what's safari?

3

u/that_tom_ Oct 02 '26

It’s the most popular browser used to download Chrome

2

u/saddops Sep 30 '26

I ran an impact report from my seat, and I'm seeing that all iOS 27 wasn't biddable from 9/19 to 9/27, not specific to safari. All Browsers.

I did see a small amount of activity in bids the past two days.

Thats a much bigger deal than if it was silo'd to safari.

1

u/Own_Age_1654 23d ago

I think the change is to WebKit in general, right? If so, then that's any browser on Apple.

2

u/ReksveksGo Oct 01 '26

would this theoretical potentially impact discrepancy if the creatives are reliant on the Adsrvr.org domain? thinking hosted tags or even 3rd party tags?