Buyers Expect Google to Follow Apple’s Lead and Kill Support for Mobile Ad Identifiers

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...