U.S. mobile advertising revenue is now worth $70 billion, according to IAB numbers. And the in-app mobile advertising economy–ads not served across the mobile web–is forecast to be worth $226 billion across the globe by 2025.
But a cloud hovers above the space because the industry’s major platform providers (with regulators peering over their shoulders) are growing increasingly preoccupied with privacy.
Last month, Google confirmed it would retire the use of cookies for ad targeting within its market-leading Chrome web browser by 2022–this followed almost a year of public speculation–in a decision that mirrors that of Apple and Mozilla with their respective Safari and Firefox web browsers.
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