As consumers, marketers and tech companies continue to try and balance the convenience of targeted advertising with the importance of data privacy, the inevitable eradication of third-party cookies is an issue that’s top of mind.
As a company that works across all major areas of the economy we had the (not so welcomed) pleasure of watching both ourselves and our clientele deal with the initial impact of the pandemic and the continued challenges it has brought forward. Almost a year later, we wanted to share what that looked like, but more importantly the measured responses we, alongside our clients, took and continue to take in order to be successful during this truly drawn out period.
The launch of new privacy features within iOS 14 is a product of Apple’s purported commitment to bolster user privacy. The update introduces new features, namely a mandatory consumer opt-in, that could have a significant impact on digital advertising programs and will lead to changes in measurement.