Updated: Google has delayed its restriction on cookies until 2023, giving agencies, enterprises, and others that depend on digital media more time to innovate further in contextual and behavioral targeting.
Why is Apple driving this effort?
The main driver behind the end of cookies and tracking in mobile advertising and, in their absence, the rise of other segmenting methods, such as contextual and behavioral targeting, is Apple. Why? Apple’s dominance in the consumer electronics space is undeniable, with more than 113 million Americans currently using an iPhone. This translates to Apple having a serious amount of clout in digital advertising – and in how digital advertising operates across the more than 1.8 million apps available in its App Store.
The glib answer is “why not?” Audience segmentation and targeting can’t sit still, and we always need better ways to align our campaigns with the people who should see them. Beyond that, concerns about consumer privacy continue to be an important force that influences how tech companies, especially huge ones such as Apple, adopt, discard, or develop new ways to track consumers.
Is Apple becoming a digital media company?
Will it be better?
It won’t be worse, and it could be better, thanks to potentially more accurate and meaningful audience indicators. Third-party cookies have been a useful tool, but they don’t have the depth and sensitivity of other “signals of intent.” Contextual and behavioral targeting isn’t new, and we can expect to see even more innovation in that area.
What do I need to do now?
If you haven’t already started thinking about a cookieless world, it’s absolutely time. 2022 is fast approaching, and then Google will deprecate cookies (that’s a nice way of saying they will make them extinct). Compulse is well prepared for the changes and challenges that will come. Thanks to our strong relationships with other martech leaders, we are always on the forefront. If you’re currently a Compulse client, get in touch with your marketing consultant for more info. If you’d like to learn more about working with Compulse, get in touch for a free demo.