Privacy-related changes on Apple mobile devices and Google’s Chrome browser will make it more difficult for businesses to target advertising at specific customers across platforms, applications, and websites.
At issue are two technologies with similar privacy implications.
First, there is Apple’s Identifier for Advertisers (IDFA), which is a random number assigned to an Apple device, such as an iPhone. This number allowed apps to track and identify a user, without necessarily revealing personal information, so that it could provide custom, personalized ad experiences.
Second, Google announced changes to how Chrome will handle cookies, which are another way for advertisers to track and identify users.