The Big Story: Targeting Targeted

The practice of sending targeted messaging to people online is under fire – and not just in Europe.

Both Apple and Mozilla are restricting the ability to target on their respective browsers, and it’s forcing Google’s hand with Chrome.

This week on The Big Story, we take a look at some recent news related to Apple’s Intelligent Tracking Protection. Specifically, Apple has acknowledged that its policy could unintentionally break some practices that are crucial to online advertising, including measurement and attribution.

Unfortunately for the ad industry, there’s not a lot anyone can do about it. But there is some comfort in Apple at least admitting it’s cognizant of the potential problems. It might develop some relief – we’ll see.

Meanwhile, Google Chrome released a manifesto Thursday morning emphasizing its desire to preserve programmatic advertising – the lifeblood of many publishers – while still enhancing user privacy controls. And it’s calling on the greater ecosystem to help out.

We’ll break down what Google wants, and its motivation for pursuing this line of action.

And, finally, addressable advertising is making inroads into TV, but the California Consumer Privacy Act (CCPA) could dam up that path. Although broadcasters have been pushing their addressable business in recent upfronts, they’re also being cautious in the lead-up to CCPA enforcement in January 2020.

We talk about the challenges posed by the law and how broadcasters are preparing. WarnerMedia, for example, has created an internal working group to figure out how to get its data flows and permissions into compliance.

 

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