Apple May Call Time on IDFA, So What’s Next for In-App Advertising?

Fears mount over the future of mobile marketing, but documents point to the potential future of iOS ads

illustration of two smartphones
Apple is widely expected to make a policy announcement over its mobile ad targeting tool at WWDC. Illustration: Amira Lin; Source: Pixabay

Ahead of Apple’s Worldwide Developer Conference next week, the digital advertising ecosystem is bracing for further policy updates that could significantly impact the $45 billion in-app advertising market.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.