Google could follow in Apple's footsteps and drop its support for mobile advertising identifier (MAID) IDFA in 2021.
As Apple and Google eliminate ad-targeting identifiers and cookies, the ad-tech industry and agencies face unprecedented tracking and ad targeting restrictions. Danny Hopwood, SVP of Omnicom Media Group, states, the ad-tech industry is still figuring solutions, as Google and Apple drop their support for third-party cookies and IDFA.
While the pandemic impacted programmatic and digital for brands, clients have started to realise digital ads' flexibility. Programmatic and digital ads were the first advertising platforms to recover from COVID-19 impacts.
This accelerated the digital transformation strategies among clients, and many of them enquired about digital products like OMG Marketplaces. Hopwood predicts, with Apple withdrawing support for MAID IDFA, Google will likely follow and stop MAID for its mobile devices.
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