Curated News from TheDrum on July 12, 2021
Silicon Valley has recently cracked down on online tracking, causing a furor in the advertising industry. Apple will soon require users to opt in to tracking for each of their apps and Google has shelved a replacement to the third-party cookies on which advertisers have become dependent. This may actually be the first time that tracking – even granularity – has reduced for marketers.
While advertisers accuse big tech of acting to entrench their dominance, how do these interlinked moves reflect significant trends beyond the industry? And what is the future for smart marketers who look beyond trying to recreate consumers’ fading footsteps and seek to seize the privacy shift as a marketing opportunity?