Google could lose $17 billion in revenue over the next 12 months. Facebook has perhaps $8 billion at risk. The cause, according to mobile marketing professionals?
Apple’s new privacy changes.
Last year Apple announced that the Identifier For Advertisers (IDFA) would become explicitly opt-in in its next mobile operating system update, iOS 14. The IDFA helps advertisers measure ad effectiveness as well as track devices and people. In September, Apple delayed execution of that change until early 2021. But the change is coming, and most in the industry think it’s coming soon.
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