Apple blocks more adtech companies: 'It becomes much harder for businesses to trust the market'

Excerpt from Performance Marketing World's Apple blocks more adtech companies: 'It becomes much harder for businesses to trust the market'

The ongoing iOS 27 restrictions are reportedly targeting hundreds of adtech and data companies. PMW spoke to a panel of experts to assess the impact of this industry-wide issue as Apple remains silent.

James Mcdonald, Co-Founder & CRO, Limelight Inc.:

“The bigger issue here is the level of control a single platform can have over how the wider programmatic ecosystem reaches users. Privacy standards will continue to evolve, and the industry has shown it can adapt, but those changes need to be transparent and predictable.

When access can change with little warning, it creates uncertainty for publishers, agencies and technology providers trying to plan ahead. That is why having greater independence and control over technology choices matters. Businesses need to understand the infrastructure they rely on, where the dependencies sit, and how exposed they are when the rules change.”