For nearly 15 years, marketers have become accustomed to 1:1 targeting in digital. From Tacoda and the first behavioral ad networks to today’s complex first-, second- and third-party data ecosystems, this is now the standard.
Until, it all blows up—which will be soon.
Let’s take a step back. First, Safari took out 30% of browser traffic with its ITP anti-tracking feature. IDFA almost went dark, but now looks to make changes in 2021. Hashed (aka “obscured”) email to save the day? Not so fast. Apple said that’s a no-no, too. The Department of Justice to save the day? With the industry expecting an excavator against Google, we saw a teaspoon move around a bit of dirt.
