Digital identity has been universally challenged since 2017, but it wasn’t until 2020 when the whole adtech and martech ecosystem found itself at a turning point.
Third-party cookies on Safari have already been blocked since 2019 as a result of Apple’s effort to strengthen consumer privacy. Google will be joining Apple in this endeavor and will be implementing the same measures for Chrome by 2023. In addition, Apple is also moving to IDFAs (Identifier For Advertisers), a random device identifier assigned by Apple to a user’s device for tracking and customer advertising, to opt-in only — largely limiting in-app targeting and measurement capabilities.
What does this mean for digital advertisers? Download our guide for an inside look at the top industry challenges surrounding digital identity and innovative solutions to prepare for the changes to come.