Digital Advertising After Third-Party Cookies and IDFA

Digital Advertising After Third-Party Cookies and IDFA

This IDC Perspective takes a look at what privacy protection measures have been introduced in digital media, what effect they have on advertising spending, and how advertising buyers can make sure they maintain a return on advertising spend (ROAS) that is as high as possible while supporting a vibrant, diverse advertising industry."Privacy measures such as the deprecation of third-party cookies and mobile advertising IDs will bring sweeping change to the advertising industry," said Karsten Weide, vice president of Media and Entertainment at IDC. "For buyers, it will be important to balance spending between walled gardens and the independent ecosystem, the latter of which is crucial to retain a vibrant and diverse industry."

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