The Ad Industry Extends an Olive Branch to Apple

Trade body pens open letter asking for collaboration in developing post-IDFA fixes

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Key Insight:

Away from its product launches this week, Apple has been flexing its muscles when it comes to the media industry. In recent weeks, the $1 trillion tech firm has clashed with publishers over in-app payments and with tech companies over ad targeting permissions.

Aside from its high-profile struggle with Fornite publisher Epic Games, Apple’s cryptic communications to iOS developers—who rely on ads to the tune of $45 billion per year—led some to fear the iOS app ecosystem’s equivalent of Google killing the cookie: the end



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