Digital marketing continuously evolves as new technologies become available and the digital landscape shifts. One of the most significant, recent changes is Apple’s shift from an opt-out model to a more privacy-centric opt-in model for activating the tracking IDs used for device-level ad targeting.

In newer iOS versions, apps now ask the user if they’d like to opt into location and other types of tracking. Although that change has now been in effect for more than a year, most users of Apple mobile devices are not opting in. As a result, advertisers are seeing a significant reduction in the scale and effectiveness of targeted mobile campaigns. What are marketers to do? One thing is clear: it’s essential for marketers to understand the impact of this change and the alternatives that exist for effectively delivering rele