For the ad-tech industry, 2020 was a traumatic year—and the Covid-19 pandemic was only part of it.
The industry was rocked to its very core by two of the sector’s largest stakeholders, Apple and Google, confirming they were dropping support for ad-targeting identifiers that allow smaller players to participate in the $5 billion-plus programmatic advertising industry.
However, the impact is not just confined to ad-tech vendors and media owners. Media agencies are also challenged by the privacy overhauls, which severely restrict the targeting and tracking capabilities those agencies and their clients have grown accustomed to over the last decade.
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