Curated News from AdExchanger on July 6, 2021
For more than a year, close industry observers have endured an unending stream of angst about digital marketing disruption from Google’s deprecation of third-party cookies and Apple’s AppTrackingTransparency privacy changes. The subject dominates our news feeds and is the focus of at least two or three industry forums each week.
But consumer privacy, as it relates to tracking and retargeting against behaviors, has long faced a major reckoning. And though it may feel as if we are at a crossroads, I am here to tell you that this is not the end of the world.
Data-driven digital advertising has never worked as well as promised. In some situations, the targeting has been extremely accurate, but more often these campaigns have performed no better than if they’d been served to a random sample. Consumers have long been annoyed by the proverbial pair of shoes that follows them around the internet for weeks after a purchase.