How expansion of privacy laws, adtech standards limits third-party data use for retargeting
Comprehensive data privacy laws and new advertising technology standards limit companies’ ability to combine their first-party audience information with third-party data.
Not only are data privacy laws limiting the sharing of personal information for targeted advertising, but so are tech companies. For example, Apple is trying to position itself as an industry leader to protect users’ privacy and will require app developers to obtain opt-in consent before tracking users when it launches iOS 14.5 this spring. Additionally, Google recently announced that in 2022 it would eliminate third-party cookies from its Chrome browser and stop selling ads based on individuals’ browsing activity across multiple websites.