Growth
iOS 14, third-party cookies, and the future of data-driven marketing
This year, at its annual developer conference, a significant announcement that will have a wide-ranging impact on the future of mobile customer experience was sandwiched between the usual product announcements. The IDFA (the ID present on all Apple mobile devices and used across the martech and adtech industries) would now require explicit user permission to use. This change dramatically limits the usability of the IDFA as a form of universal identity that brands and vendors can use to power marketing, measurement, and everything in between.