The triple whammy comprising Apple's decision to phase out its mobile Identifier for Advertisers (IDFA), Google's impending deprecation of third-party cookies in its market-leading Chrome browser, and the growing sensitivity to consumer privacy issues is forcing advertisers to rethink how they target and measure ads. This is a gradually unfolding process, with new approaches evolving as practitioners adapt to the changes.
Billions of dollars are at stake in the transition from widespread desktop and mobile identifiers to a more privacy-focused mindset. Meta, Snap, and Pinterest, among others, have attributed substantial business losses to their sudden inability to deploy pervasive identifiers to target and retarget their users, particularly on Apple mobile devices.
Other changes to ID resolution will roll out slowly, giving companies time to come up with alternatives. The number of marketers, publishers, and ad tech firms that consider themselves ready for the challenges ahead is...
 | Report Preview  * This chart and data were pulled from The Identity Resolution 2022 Report by Insider Intelligence. Purchase the report below for $995 for immediate access. | | | The triple whammy comprising Apple's decision to phase out its mobile Identifier for Advertisers (IDFA), Google's impending deprecation of third-party cookies in its market-leading Chrome browser, and the growing sensitivity to consumer privacy issues is forcing advertisers to rethink how they target and measure ads. This is a gradually unfolding process, with new approaches evolving as practitioners adapt to the changes.
Billions of dollars are at stake in the transition from widespread desktop and mobile identifiers to a more privacy-focused mindset. Meta, Snap, and Pinterest, among others, have attributed substantial business losses to their sudden inability to deploy pervasive identifiers to target and retarget their users, particularly on Apple mobile devices.
Other changes to ID resolution will roll out slowly, giving companies time to come up with alternatives. The number of marketers, publishers, and ad tech firms that consider themselves ready for the challenges ahead is... | | | Other Related Reports |  Programmatic display advertising is thriving, with marketers increasing their spend despite lingering uncertainty as third-party identifiers are slowly phased out... ACCESS FULL REPORT |  Video advertising is increasingly being automated. As the volume of video ad dollars grows, advertisers are turning to programmatic for efficiency and scale... ACCESS FULL REPORT | | |  To learn more about Insider Intelligence and our Marketing coverage, click below and fill out the form, and a member of our team will be in touch with you. | | | | |
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