Privacy Changes Are Making Mobile Advertising More Complicated
It's time to look at what Apple and Google will do with apps
Some believe Apple and Google will offer an encrypted means of device mobile targeting.
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Key insights:
- Privacy expectations are leading to restrictions for advertisers.
- Apple and Google have called time on third-party cookies on the web.
- Experts expect similar measures will soon be announced in the app ecosystem.
- While this is potentially detrimental for in-app advertising, some expect a lifeline will be thrown.
U.S. mobile advertising revenue is now worth $70 billion, according to IAB numbers. And the in-app mobile advertising economy–ads not served across the mobile web–is forecast to be worth $226 billion across the globe by 2025.
