.png)
Apple's latest restrictions on third-party identity resolution in Safari raise new questions about the future of audience targeting and cross-site tracking.
In TechRound, PrimeAudience VP of Product Mateusz Rumiński shares his perspective on what these changes mean for advertisers and why the industry needs to explore approaches that reduce reliance on identity-based targeting.
Building targeting strategies around cross-site identity matching creates a dependency that could affect campaign reach and effectiveness. Advertisers should be exploring alternatives now, rather than waiting until their existing methods become less effective.
Mateusz highlights how Apple's continued focus on privacy creates challenges for identity-based advertising, while opening opportunities for alternative approaches to audience targeting.
Read the full commentary on TechRound.
