The era of the third-party cookie is coming to an end. On line, Safari and Firefox have already started blocking them, and Chrome will finish phasing out support next year. Meanwhile, on mobile, Apple announced last year that iOS 14 would require app users to opt in to be identified to advertisers.
The implications of this are huge. Advertisers will lose the ability to deliver relevant messages to the right person, hitting revenue. They’ll be less able to optimise campaigns in-flight, increasing costs. They’ll be powerless to cap the frequency of individual ads, increasing waste and degrading the customer experience. And Read full story ›
Source: The Drum
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