Source: Digiday
Apple's blocklist in Safari is collapsing the timeline for publishers to migrate away from third-party cookies. The move channels publishers toward IAB Tech Lab's Trusted Server solution rather than leaving them with genuine options, effectively making Apple the arbiter of which ad-tech infrastructure survives. This consolidation reduces publisher leverage in negotiations over data access and measurement while concentrating power over the ad ecosystem's technical foundation in the hands of a browser maker with its own advertising business.