Apple and Google's decision to ditch cross-app tracking has made retargeting harder, but marketers can refine their methods using solid customer data, channel management and automation.
The company plans to introduce stricter privacy controls including the removal of cross-app identifiers such as its own Advertising ID. The announcement comes just weeks after the impact of Apple's similar move—on Meta in particular—was revealed.
The tech firm has been under investigation by the UK regulator over competition concerns.
A study by Magna and Brave shows consumers engage more with privacy protected ads.
The long-term consequences of Apple’s privacy shift will be complex, experts say.
But brands are still too reliant on third-party cookies for now, according to a study from Forrester and Permutive.
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