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SBP 245: The Barber's Brief - Apple Built a Kill Switch for Ad Tech
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Marc and V are back with the Barber’s Brief: the good, the bad, and the overhyped from the last couple of weeks, with data, a few opinions, and Great Creative getting the last word.
This week:
→ Apple built itself a kill switch for ad tech. iOS 26’s Safari can quietly block hundreds of identity and data vendors, the list lives in a private repo, and only Apple knows the rules. Everyone’s calling it a privacy story. It’s a power story, and the real lesson is one we keep coming back to: stop renting your audience.
→ Phantom Reach. Ritson and Lumen clocked the same ad getting 16…
The skinny
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