Digital Marketing's Reckoning with Privacy

The digital advertising market is on the precipice of change. Governments and consumers alike have questioned business norms in digital advertising over the last few decades, resulting in stringent regulations and erosion of customer trust. While this has driven many changes, Apple’s changes to the Identifier for Advertisers (IDFA) and Google’s introduction of Federated Learning of Cohorts (FLoC) are expected to have a lasting impact on the ecosystem.

This report provides marketers a view on the above changes, reactions of the broader marketing ecosystem, emerging trends that are expected to stay, and a way forward for marketers.

Scope:

Industry: marketing services

Geography: global

Contents:

In this report, we focus on:

• Understanding privacy concerns and regulatory changes in the marketing landscape
• Understanding Apple’s and Google’s moves in the space
• Reactions from the marketing ecosystem
• Long-terms implications of these changes on the ecosystem
• The way forward

Membership(s)

Marketing and Interactive Experience

Sourcing and Vendor Management