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Season 3, Episode 7: The evolving eCommerce advertising landscape (with Rishabh Jain)
Mobile Dev Memo Podcast
Analyzing Trends in Tracking Mechanisms and Impacts on Advertising
Reflecting on past deprecated tracking mechanisms like Safari's ITP and Apple's ATT can provide insights into the impact on bidding processes. Comparison shows Safari traffic is valued at 30 cents on the dollar compared to Chrome due to inferior targeting. While Google is experimenting with alternatives like the topics API in the privacy sandbox, doubts persist about their effectiveness in replacing cookie-based targeting. Consequently, e-commerce businesses are likely to shift more towards meta and search ads, finding it increasingly challenging to purchase ads on open ad networks. This trend might further drive businesses towards search-based and retail media advertising.
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