While a long time coming, DOJ’s antitrust lawsuit against Google has arrived at an important time for the ad tech industry, as marketers are bracing for Apple’s crippling Identifier for Advertisers (IDFA) changes. And with Apple also being accused in the recent 449-page report from the US House of Representatives of abusing its respective monopoly power, Tim Cook must be weighing his next steps very carefully.
Could Apple’s tightening grip on advertisers make it the next tech giant to be subpoenaed? That is the question the $80 billion ad tech industry is currently pondering.
As of now, Apple Inc. seems to be stuck between a rock and a hard place: it has spent millions to position itself as a user-privacy centric company, and in developing a replacement for the IDFA, which has been the cornerstone of personalized digital advertising for years. At the same time, doing away with the IDFA in favor of its proprietary closed-system SkAdNetwork, would make Apple an even more likely candidate for an antitrust suit.
To read the full article, click HERE