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Just like in GoT, ‘Winter is Coming’ was a way of constant reminder towards impending doom coming from the North for the House of Starks.

There is indeed a 'Winter of uncertainty' coming for the digital marketing world in 2021, which is expected to further raise the temperatures amidst planned phase out of 3P cookies.

What we are seeing is a burgeoning war around User privacy & complete dominance of Online business which is getting unfolded in front of digital marketing fraternity.

While there was enough fear and fury over the Google ‘Privacy Sandbox’ planned rollouts in 2021 causing the 3P cookies to become a thing of the past. Apple iOS 14 privacy update has literally double the blow with its new App Tracking Transparency (ATT) framework. It will further strengthen user data protection for Apple users over and above their existing ITP (Intelligent Tracking Prevention) feature. This move has rattled the biggies like Facebook into launching a scathing attack to defend their right to marketing (If there were any such rights for the marketers, Phew!)

Facebook and other platforms will need to use a new framework that restricts, aggregates and delays event reporting on their campaign Tracking on Apple iOS ecosystem.

With Apple’s iOS 14 policy changes, Apple has yet again secured the lead for the throne where we see various contenders fighting a fierce GoT-type battle for cementing their dominance over Online business. Albeit there are fears that these new tech releases will take the personalized advertising out of the open-web and in the sole control of companies like Google & Apple. While Safari’s market share is somewhere around 20%, still it constitutes the cream of the potential target audience for various brands. Imagine the scare of Adtech players, When the Chrome with market share in excess of 60% will eventually rollout its update.

Let’s look at the chain of events which initiated since death of Ned Stark (read #DataUsageTransparency) : i.e Facebook-Cambridge Analytica data scandal in 2018..

2018: GDPR guidelines, web browser begin to limit cookies

2019: Mobile device OS providers announces policies requiring user to opt-in to tracking

2020: California consumer Privacy Act , LGPD in Brazil

2021: App developers will need to ask iOS 14 users for permission to track them.

2022: Most web browsers will no longer support cookies

These new policies will irrevocably impact targeting, optimization, and measurement app and Mobile web campaigns.

Question arises, Why so much hues and cry on Apple iOS 14 update when Google already is on verge of phasing out 3P cookies? It’s the difference in approach of these two giants. While Google had gradually moved ahead on their Privacy changes taking consultations from the industry giving decent time to Developers and marketers to make themselves ready for the cookie-less future. Apple seems to have taken more disruptive approach for implementing changes without any input from the industry through a policy, and as per Facebook, "It will Impact the business of all sizes including small publishers and developers."

While as a user I commend all efforts on safeguarding user data and privacy. But as a marketer, I am certainly worried about a future without proper personalized ads or tracking mayhem it can lead towards.

Google claims that with their tech release- users will continue to receive relevant ads in a way similar to current model but without tracking people on micro-level. But that may lead to consolidating their dominance further in the realm of digital advertising and change will be irreversible.