Apple's iOS 27 is blocking Trade Desk ads on Safari, analyst says

Apple devices running iOS 27 are blocking ads served by The Trade Desk (NASDAQ: TTD), according to a KeyBanc analyst note citing a report from AdExchanger.

iOS 27 expanded Apple's existing policy of blocking data broker domains that perform addressable ID matching and facilitate cross-site tracking. The update resulted in UID 2.0, a post-cookie identity solution used by The Trade Desk, being blocked on Safari. Apple also blocked adsrvr.org, The Trade Desk's core ad request and delivery domain for third-party cookies, effectively preventing all Trade Desk ads from being served on Safari.

The Trade Desk submitted a request to Apple's WebKit team on Sept. 21, and the issue remained unresolved as of Sept. 28, according to AdExchanger. Neither Apple nor The Trade Desk commented to AdExchanger on the matter.

KeyBanc analysts estimate the block could present a low-single-digit percentage annual revenue headwind for The Trade Desk if it persists. The analysts noted that if the issue is resolved quickly, the impact would likely be immaterial, as it typically takes several weeks for device owners to upgrade to the latest operating system.

The analysts described the situation as one worth monitoring heading into the fourth-quarter advertising season, while noting it is possible the block was unintentional and could be resolved soon.

Apple has previously introduced advertising tracking restrictions, including Intelligent Tracking Prevention and App Tracking Transparency, both of which created challenges for the advertising technology industry.

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