Privacy in AdTech and Programmatic Advertising in 2022 | Clearcode
Summary
The standards are aimed at running key programmatic advertising and digital marketing processes, including ad targeting, retargeting, measurement and attribution, but it in a more privacy-friendly way — i.e. without 1:1 identification. Heading into 2022, we can expect to see the same highs and lows that we’ve seen so far with Chrome’s Privacy Sandbox, but we’ll also see more trials and working simulations as we get closer to finalizing the standards. Its privacy crusade began a few years ago when it introduced content blockers in iOS 9 to allow users to prevent certain elements of a website from loading. The goal behind ITP is to prevent cross-site tracking, which is a practice carried out by AdTech and MarTech platforms to run ad targeting, retarging, frequency capping, measurement, and attribution. We’ve already seen companies like Facebook, Snapchat and Twitter reportedly post losses totalling $10 billion USD as a result of Apple’s IDFA changes.
