Apple’s deprecation of the IDFA mobile ID and Google’s deprecation of third party cookies in Chrome have rightfully caused the advertising industry to question assumptions. For years, advertisers have relied on these device identifiers for almost every targeting and measurement methodology, including behavioral, attitudinal, location and demographic.

Beginning with the launch of Apple’s iOS 14.5 in late April, the number of ad opportunities that will include targetable device IDs could decline sharply. Estimates for the loss of scale vary, but we generally expect opt-in rates for user tracking on apps and sites to be on the low side of these estimates, perhaps 20-30%. Addressable programmatic scale could decrease by more than 25% in just a matter of weeks.1 As iOS adoption increases and Google’s changes take effect, we could start to see a dwindling minority of programmatic inventory that includes the device IDs required for traditional targeting and deterministic match-based measurement. 

Emodo provides a unique suite of non-ID based solutions. Our portfolio of capabilities combines the best industry ID-based solutions with an array of our own innovative options. We offer a portfolio of solutions because our goal is to enable the same levels of scale and efficiency marketers have come to expect from digital advertising. Given the scope of change, that’s a high bar and there is no single solution that achieves that goal. 

Inevitable Change Across the Board

Changes to identity will affect all players, from walled gardens, to open web programmatic platforms, to publishers of all types, to marketers. Even if walled gardens have high registration and relatively high opt-in rates, a low rate of opt-in on network inventory will impact their ability to monetize inventory outside of their owned and operated media. When marketers run campaigns on th