If GDPR and CCPA weren't enough, the new privacy-focused initiatives from Apple and Google and the capabilities of 5G will fundamentally alter the mobile advertising landscape and provide a ripe opportunity to develop new ways to reach likely customers.
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Ads in a Post-Cookie World
Apple and Google’s new privacy policies marked important shifts in the way consumers are targeted. . . . Those with strategies for reaching relevant audiences without personal data are in a much better position to provide a strong branding experience for consumers. Ad spending through 2025 is expected to show an annual growth rate of 5.1%. By 2024, experts predict, mobile will account for about 73% of video ad spending. That provides abundant opportunities to broaden reach responsibly without the use of cookies or IDs.
Characterized by the White House as “the most significant executive action any President has ever taken to protect Americans’ data...