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Apple & Google’s New Policies Could Spell An Overhaul In How Advertising Works
By Alexa Heah, 15 Jun 2021
Image via John Gress Media Inc / Shutterstock.com
Apple and Google have recently led the charge to improve digital privacy. From updates on the iOS and Chrome web browser, advertisers are now having to “rethink” their tactics, advertising expert Maurice Levy told CNBC.
Levy, who chairs the world’s third-largest advertising firm, Publicis Groupe, remarked on the importance of privacy.
“And I think the fact that all those platforms are taking care of the privacy of the consumers and their customers is something which is extraordinarily important. But this is leading to a revisit of the way we are working,” he explained to the news outlet.
The ban on the use of authorized third-party cookies on the Safari browser by Apple has already affected advertisers, many of whom rely on them to track the web’s users in order to target them with personalized ads.
Google has also signaled plans to follow suit on Chrome, and is searching for an alternative to these third-party cookies.
While it remains to be seen how advertisers come up with new methods to target consumers, advertising platforms such as Facebook may also suffer from the tightening privacy policies.
Many advertisers promote their brands on social media via Facebook and Instagram, and Apple’s and Google’s new policies may prove a huge blow to the social media platform’s advertising capabilities.
[via CNBC, cover image via John Gress Media Inc / Shutterstock.com]
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