Apple to Block Hundreds of Programmatic Companies on iOS

The publication reports "far-reaching plans": we are talking about blocking not just a few companies, but hundreds of programmatic data players on the iOS platform as a whole. For the advertising market, this means a significant narrowing of data collection channels within Apple's ecosystem — both in Safari and, potentially, across the entire mobile OS.

The timeline of events unfolds as follows. Two weeks ago, Apple released iOS 27. The update came without public announcements about the blockings — the restrictions were discovered by market participants themselves. AdExchanger published its story on this during the current week, documenting both the fact of the blocking and the scale of Apple's further plans.

For brands and agencies, the consequences are practical. Campaigns tied to UID 2.0 and the alternative identifiers of LiveRamp and ID5 are losing reach among Safari audiences — which is a significant share of mobile traffic. Publishers and sell-side players will have to rethink their targeting and measurement models within Apple's environment.

Apple's decision fits into the company's years-long push to tighten privacy: from restricting tracking in Safari to introducing App Tracking Transparency. But blocking specific named companies — The Trade Desk, LiveRamp, ID5, Permutive, Audigent — has become one of the most direct blows to programmatic infrastructure in the platform's history.

The industry has not yet heard any public reaction from the listed companies. The practical question of the coming weeks is how quickly the players will adapt their solutions and whether Apple will officially confirm the scale of the blockings. For advertisers operating in the markets of Europe and Eurasia, where iOS has a high share among affluent segments, the changes directly affect media plans.

Eurasia Marketing will continue to follow the development of the situation and the market's reaction.