If there’s one word that has been top-of-mind for all players in adtech over the last two years, it would be ‘privacy.’ Companies all over the globe have begun to crack down on privacy measures, making it harder for advertisers to target their audiences.Īpple in particular has introduced several measures to reduce ad targeting and measurement capabilities: hindering access to location data coming from iOS apps, introducing AppTrackingTransparency – which prompts users for their opt-in before sharing their data with apps – and announcing plans to obfuscate IP addresses with its new Private Relay iOS 15 feature.
Data privacy: a new era for audience targeting
However, not all is lost: contextual targeting powered by AI and machine learning could very well be the future of advertising.
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