2020—what a year—one that many will be glad to see the back of. But it’s also one that will haunt the ad-tech sector well into 2021, and potentially well beyond that.
The upcoming privacy overhaul in Apple’s iOS 14 and (further down the line) Google Chrome preoccupied Adweek readers in 2020, a trend that is likely to continue in 2021.
The reason? The internet “gatekeepers” of Apple and Google confirmed their intention to rattle ad tech’s value proposition, the ability to track, trace, and retarget without user-consent.
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