As you know, marketers, publishers—especially app-reliant games publishers—are braced for Apple stripping IDFA from its app ecosystem this spring, causing cascading problems around audience targeting, ad measurement and monetization.
In the world of ad tech, there is a Doomsday scenario. “Every publisher is having a conversation about the impact of iOS14,” one source told me last week. “It’s top of mind for everyone: how we can guard against scenarios [of people opting out of ad tracking].”
Trouble is, it’s hard to find data on what the anticipated outcome will be.
One is that ad tech will be even wonkier, fragmented and disintermediated, according to an opinion piece from Mike Brooks, svp of revenue at WeatherBug. No one wants that.
Mike outlines how Apple could ostracize itself from the market, urging to unite and simplify.
“When ad tech companies can choose to innovate against either a large ecosystem with significant scale and a shared ruleset or nine different SDKs across 20% of the market, they will prioritize scale.”
Apple, I’m sure, will be fine. But, hyped-up audio-only social networking platforms Clubhouse and Twitter Spaces are still only available for people with Apple phones, a notion which non-U.S. people find a tad elitist. This balance at least will see some redressing.
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Thanks for reading and have a great weekend!
Lucinda
Lucinda.southern@adweek.com
