Apple 封堵 Safari 身份解析追踪，广告技术绕行空间受限
Identity Resolution Goes The Way Of The Cookie
- 1Apple 在本周博客文章中确认已切断身份解析公司在 Safari 浏览器追踪用户的能力
- 2研究者 Zach Edwards 认为 Apple 占上风，现有技术绕过手段也可能陆续被封堵
- 3Decrypt Ads 报告发现 2,100 个 AI 垃圾内容站点伪造关联接入程序化广告流量
- 4Edwards 称 MFA 站点增长快于治理速度，Google Search 反对欺骗性署名
Apple 正系统性封堵第三方身份解析能力，依赖浏览器追踪的广告定向与归因在苹果生态逐步失效，行业被推向同意制身份方案。
- 影响：依赖 Safari 流量的定向、频控和归因精度会下降，相关投放链路要重估；程序化预算会被 AI 垃圾站点和 MFA 库存稀释，品牌安全审核成本上升；用户同意与合规能力成为身份方案选型的前置条件。
- 参考：可考虑先测算自家投放中 Safari 流量和第三方身份解析的依赖占比，再决定替代身份方案；值得把 AI 垃圾站点与 MFA 域名纳入投放排除清单，并审查程序化合作方的库存质量机制。
- 依据：Apple 官方博客确认封堵动作；难以绕过的判断出自 Decrypt Ads 创始人访谈口径；2,100 个 AI 垃圾站点数据来自 Decrypt Ads 自家报告，暂无第三方复核。
Friday, October 23rd, 2026 – 5:00 am
SHARE:
Safari tracked down the trackers.
In a blog post this week, it confirmed what industry insiders already knew: Apple broke identity resolution companies’ ability to track users on the Safari web browser.
The move is just the latest in the cat-and-mouse game between Apple and advertising companies. Cookies with short expiration dates in Safari became blocked altogether. Apple also fought back against CNAME cloaking and other ways to triangulate identity without cookies.
To talk through Apple’s decision from the perspective of an ad tech and cybersecurity researcher, we bring on Zach Edwards, the founder of DecryptAds.
Apple has the upper hand.
“It’s a cat and mouse game,” Edwards says. “And the cat can see basically everything the mouse is doing, and is just slowly putting their pieces in place to block that mouse in whatever escape route they’ve planned.”
While there are technical workarounds that might work – for now – to avoid Apple’s identity resolution blocking, he doesn’t see anything as being unblockable by Apple. Ad tech needs to get serious about consent and safer identity schemes.
AI slop, monetized
Then, we turn to Decrypt Ads’ recent report on 2,100 AI slop sites that, predictably, forged connections to programmatic ad supply.
Brands might not have expected that they were buying ads next to perplexing, AI-generated recipes purported to be written by fake chefs or other doctored authors. While there is a healthy debate about the value of AI-generated content, Google Search, for one, has come out against “deceptive authorship,” such as content that tricks readers into thinking they’re reading something by a person, not a robot.
When it comes to ads showing up in unexpected places, ad tech has seen this movie before. From made-for-advertising (MFA) sites to toolbars to ad fraud to all manner of content farms, there are plenty of websites built to profit off display ads without making an investment into quality content. But while the game is familiar, AI slop will present its own unique challenges, Edwards warns.
”MFA websites are growing much faster than people are slowing them down,” he says.
来源：AdExchanger · adexchanger.com