It’s not just The Trade Desk, apparently.
According to a follow-up report from AdExchanger, which initially broke the news about TTD and Safari, Apple has expanded its blocklist to include hundreds of adtech and data companies. Additionally, Apple can now block companies remotely, without an iOS update, potentially without vendors even knowing.
This also comes on the same day Apple announced plans to tighten Mac privacy controls, making it harder for apps to gain access to users’ files, messages, and browsing history. The company cited the privacy risks posed by AI agents (blame this on Muse).
Why This Matters:
First, this is no longer just a TTD problem. (They’re off the hook!) Potentially hundreds of adtech and data companies could be affected, and without much transparency. All of this is pretty confusing and will give execs plenty to discuss during Advertising Week.
The biggest implication? Apple is, once again, fundamentally reshaping the programmatic advertising ecosystem, largely on its own terms..
Experts React
The adtech community has thoughts. Lots of them.
Here are some of the more interesting reactions to the news from X (so far):
Our Take
Apple’s moves raise serious questions about its market power. But will anyone actually do anything?
Years of privacy concerns and, frankly, terrible ads have given the industry a pretty awful reputation. What legislator would even want to be seen defending the ad industry? All of this feels a bit like Coyote vs. ACME.
Apple, meanwhile, has a strong consumer brand, plenty of customer loyalty, and has spent years making privacy central to its positioning. That gives it enormous latitude to make sweeping changes under the banner of consumer protection, even when those changes could benefit its own ad business.
