From The Drum: What’s next for the future of frequency capping?

With iOS 14.5 now out in the wild, we’re experiencing the first step in the biggest change the advertising industry has likely ever seen – with the second being the final withdrawal of third-party cookies from Google’s Chrome web browser by 2022. These new privacy and platform regulations will fundamentally change, and indeed, restrict the industry’s ability to target individual users and track cross-site activity. Many ad industry players are already adapting and preparing for the new reality, however, others may still have their head in the sand when it comes to facing the sheer extent of the disruption that lies ahead.

Let’s talk about iOS14

Apple’s operating system underwent its annual update this September, with more changes due early next year. This latest update gives users more control over how their data is used by advertisers in particular.

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