With iOS 14.5, Apple aims to offer consumers a genuine data consent option on tracking and the early signals from consumers are not encouraging for advertisers already reeling from the implications of the imminent disappearance of third-party cookies. We asked Jonny Shaw, CSO of VCCP New York, and Steve Taylor, Joint CSO at VCCP Media in London, for their respective views on the consequences of the wholesale rejection of the app tracking tech that fuels the personalised performance marketing ecosystem. Both agree that the implications are seismic, and as significant as the demise of third-party cookies. But both also see a silver lining, and significant opportunities for those advertisers who are fastest and most creative in adapting to the new terms of engagement.
