Strategic Marketing Solutions

The digital marketing landscape just experienced a seismic shift with two major announcements from Google and Apple that will disrupt online advertising as we know it. These industry giants revealed upcoming changes that aim to enhance user privacy and shift power back towards consumers. 

Google Cookies Phase Out 

In a blog post heard round the industry, Google announced they will be phasing out support for third-party cookies in Chrome over the next two years. This means advertisers will no longer be able to rely on cookies to track users for targeted advertising and attribution.

The move signals a push towards more private approaches to digital ads, but leaves many marketers wondering how they will adapt. Google says they are testing alternative targeting methods for advertisers through aggregation and AI. The full impact on measurement, personalization and programmatic advertising remains to be seen.

Apple's App Tracking Transparency

Apple also recently revealed major changes to increase app privacy and transparency on iOS devices. Their new App Tracking Transparency feature will require apps to ask permission before tracking user activity. 

Since users are likely to opt out of tracking, this change could significantly limit the data apps collect and share for ad targeting. Facebook already warned investors this could slash revenue for social media apps.

Collectively, these two seismic announcements signal a consumer-first focus on privacy. Marketers will need to re-evaluate targeting and analytics strategies. While disruptive, many see this as a needed course correction to rebuild consumer trust. 

The marketing landscape will need time to adjust as Google and Apple roll out their new privacy-focused restrictions over the next two years. But this breaking news gives a clear glimpse into the future. Smart marketers and agencies should get ahead of the changes and find ways to adapt. There are new opportunities for those who can evolve.