Explainers · Updated 2026-11-06
Safari 27 blocks identity pixels. Here is what Chrome and Firefox users can do.
Apple started blocking identity-resolution scripts in Safari 27. If you use Chrome or Firefox, the same scripts still see you. What the block covers and how to get equivalent protection.
In October 2026 Apple shipped Safari 27 with a block on what it calls identity resolution infrastructure: the services that turn an anonymous visit into a name and an email address by matching browser signals against a data broker's table. It was the first mainstream browser to treat these services as something to block outright rather than something to merely limit.
What the block does and does not cover
- Covered: known identity-resolution endpoints are prevented from loading in Safari, so the pixel never fires and the broker never gets the signals.
- Not covered: Chrome, Firefox and Edge users. The same pixels load normally there.
- Not covered: data the brokers already hold. Blocking stops new matches; it does not delete the row that already has your email in it.
If you use Chrome or Firefox
- A content blocker such as uBlock Origin with the EasyPrivacy and AdGuard tracking lists already blocks a majority of these endpoints. A few of the newer ones, including RB2B, Retention.com and Customers.ai, are not on those lists at the time of writing.
- The free Pixel Shield extension detects the full set, including the ones the lists miss, and shows you which one was on the page. It observes rather than blocks, so it works alongside a content blocker.
- For the rows that already exist, send the brokers a deletion and opt-out request. Our broker guides give the address and the wording for each; the paid plan prepares them for you.
Why this matters more than it sounds
Apple's move confirmed, from the largest privacy team in the industry, that this category is tracking and not analytics. It also shifted the market: the companies selling identity pixels lose Safari users, which pushes them to work harder on everyone else. Chrome and Firefox users are now the whole business.