John Koetsier sees the effects of the imminent IDFA changes in iOS 14 happening in real-time. As a Forbes columnist, he has seen from close up the changes in the mobile ad tech ecosystem over many years that have led us to this point.

In our keynote chat, organised by Mobile Growth Summit, John shares his speculations about the reasons why Apple is executing such a huge shift in its IDFA policy. What are the pressures and/or motivations at play here? 

In examining these reasons, we can perhaps predict trends of big tech. Apple’s actions will not stand alone; Google and Facebook are sure to not only react, but to come up with their own policies. 

We talk about the future of privacy, and how it collides with targeted marketing. And more importantly, where does ad tech go from here?

KEY HIGHLIGHTS

🔒  Privacy has always been critical for Apple.

👎 Why Apple views ad tech negatively.

😈 What might bad actors do with readily accessible IDFAs?

⚡ How IDFAs were an improvement for privacy in user tracking, but still dangerous. 

🗣️ Politics plays a bigger role than you think. 

📊 Cambridge Analytica 2.0?

⚔️ Big Tech frenemies: Apple, Google, and Facebook.

🦸 Champion of the little guy? Apple and its optics.

⁉️ Why too many privacy choices is as good as no choice at all.

⏰ What may have precipitated the extension of Apple’s deadline.

🏋️ Why Facebook’s decision to opt out is a power move. 

⏭️ Be prepared: Android is probably next. 

☯️ The huge distinction between HAVING an ad network and BEING an ad network. 

🔐 How differential privacy may be the answer. 

🌍 Privacy is a global trend and ad tech has to adapt to survive.

Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/mgs-deep-dives-idfa-the-unseen-forces-behind-apples-idfa-policy-changes-with-john-koetsier-columnist-at-forbes

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