![\"What](\"https:\/\/1yjmqg26uh9k15zq0o1pderc-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/07\/image2.png\")
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It had been due to make the change in this month’s iOS 14 release, but has delayed the change to early 2021 amid industry concern.<\/p>\n
In this video interview with Beet.TV, Travis Clinger<\/a>, SVP of addressability and ecosystem at LiveRamp, says the changes will be profound – but the change they drive will be ultimately beneficial.<\/p>\n “The iOS 14 changes are a big deal for the ecosystem,” Clinger says. “This is a major change.”<\/p>\n He thinks the experience from a similar, earlier change, in which iOS now routinely asks users for active permission to continue using location tracking, shows the impact will be significant.<\/p>\n “We suspect that many users may not consent,” Clinger says. “We’ve seen … 70% opt-out for Location Services.<\/p>\n “The general industry consensus is that we’ll have similar opt-out rates, 70%, potentially even higher.”<\/p>\n A similar threat is seen in the ongoing deprecation of third-party cookies, with Google’s Chrome set to follow Safari and Firefox by 2022.<\/p>\n But what lies on the other side of these changes is not a barren wasteland of targeting opportunity but, rather, a chance to establish real, close audience relationships that use of traditional ad targeting methods had always seemed to keep at arms-reach, execs like Clinger are saying.<\/p>\n “Publishers need to lean on their first-party data,” he says. “IDFA is all around device data, but publishers have user-level relationships with their consumers, they have relationships that transcend devices.”<\/p>\n Clinger advises brands to begin asking for email addresses, and a lot sooner than they typically may be doing today.<\/p>\n Publishers, too, are currently deploying strategies to do just that. For each party, it is a case of providing adequate value exchange.<\/p>\n While others talk, @LiveRamp<\/a> and its partners have been building. The results for customers are starting to show – check out real results from recent #cookieless<\/a> campaigns: https:\/\/t.co\/acIu13uD9j<\/a>#IDFA<\/a> #DigitalMarketing<\/a> #advertising<\/a><\/p>\n — Dan Buckstaff (@Buckstaff) August 7, 2020<\/a><\/p><\/blockquote>\n30% opt-in fear<\/h2>\n
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<\/p>\nLeaning into first-party<\/h2>\n
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